I've been foolish and didn't realise it until a friend told me she only paid $14 for her ESTA visa waiver for her trip to New York through her travel agent. I paid $69 to what I thought was the official ESTA site (thanks Google Adwords). I thought I had checked it out thoroughly, the site looks credible, so I just assumed it was legit. Anyway, turns out I was wrong and a rather large commission has gone to Polani Travel in Hounslow, Middlesex, UK, so I am informed by my bank statement.
The official site to use for application is:
But note that some of the 'agents' use that site for the form filling, so you think it's official. Check the home page thoroughly before you apply, or just use the link above.