They raised the prices at the start of 2006. I think it went up $10 since last year so it is now $60 for AP holders and $85 for FL residents (not sure about that - I'm not a FL resident so didn't pay close attention to the price info).
They also charge extra now for a second card. Last year you could get a second card for your spouse/SO for free but they now charge $25 for that additional card.
You get 20% off alcoholic beverages as well as your food so it's still a great deal even at $60, if you eat at table service restaurants a lot.