I would like to know too, but don't have much to add except after dealing with funeral homes I always want to take a bath in bleach to get the snake oil off.
The only thing I can offer is that those rates are negotiable. If they're going to upsell you using guilt, you're well within reason to chop off 10-20% on any of their services.
Edit:
Urns are cheaper ordering through Amazon, Costco or going to the City of Calgary directly.
Also found this.