The 2010 and on Nav systems are CIC based, which means data is on the hard drive.
Dealer does this for $400-450.
or you can buy the DVDs for $9, the "FSC Activation code" for $100 to 300, and do it yourself.
The process is that the data is loaded onto the internal hard drive- the dealer can supply the data or you can load it from DVD into the hard drive.
HOWEVER. virtually ALL dealers do not know there is a 'self load' process...they are only taught the process they use. They were genuinely surprised when I pointed out the other way.