I played around a bit with this over the weekend. $119 sounds kind of spendy, so I tried reducing the front-to-rear dimension (assuming that the existing slot dimensions may be needed for signage or some such). I also removed quite a bit of material from the bottom of the holder area. The side walls are already a good thickness, but the walls along the slot could easily be thinned by 25% or so (as well as the cylinder walls and base):
Even with these changes, however, the ShapeWays print cost is upwards of $95. You still need quite a bit of material and machine volume to make this part. The MakerBot example predicts almost 16 hours of print time (or 48 hours for 3 parts). At a nominal $5/hr run charge, this ends up being about $80 plus material per part. 3D printing is economical compared to the many other ways to fabricate this model, but that doesn’t always translate into low-cost.
The lettering is a separate issue. If you’re not opposed to gluing and painting, I would suggest printing the lettering horizontally on a thin substrate and then gluing it to the sides. This would gives reasonably good results with a MakerBot and eliminate the support issues that Colin pointed out.
Even printed sideways, the initial font and sizes will not print properly with a MakerBot:
Stretching the “Black Cab” text almosts solves the problem, but the letters are still borderline thin in places (i.e., on the order of 0.4-0.5mm). The Arial lettering needs to be scaled up as well, even when using all caps:
Even if you don’t have a MakerBot, you can download the software and run test prints in various resolutions and for various models of MakerBots (which is how I generated the screenshots above). If the print file looks good, then the resultant print run should turn out okay. As AlexB notes, you can also choose from a wide variety of web-based print shops to see if one can provide the part and material(s) and (optional) finishing that you need (at a cost you can afford, of course).