Hard to compare without all the specs, but the two models pricing that I have seen is the XLE AWD for $36.5k and the full jam limited at $43k. So the Prime will likely be closer to $50k for the top trim. Not cheap, but as stated above, a good looking Prius and power, that alone is worth a hefty price increase in my book. Also, as I stated above, the price increases look like they fall in that 10-20% range I expected.
Edit: when you compare to the US pricing it again is MUCH cheaper it Canada, the Limited is over $50k CAD in the US.