They increased prices is over 60 AFAIK.
Yup. And its the same price if they drop you over in the center of town or go to your place.
Maybe that guy Mensahe Sopher is better for a few dollars more?
new sherut Jerusalem - TLV for 44 ils, called lavi express, they have a toll free number within Israel, they also have a website.
http://www.laviexpress.com/en/