Well, the coolant itself may be as good as any other NAME brand, but if you could actually order it thru FordPass, it would most likely come from the local stealership's stock, or the warehouse where they get their parts from, and therefore would be probably be considerably more expensive, as is almost everything purchased from those locations.....
IIRC, name-brand coolant (Zerex, Prestone, Peak) usually runs ~$11-19 per gallon for the pre-diluted DexCool type....
Reminds me of the time my ex-stealership wanted to charge me $68 for a single (incandescent) replacement brake light bulb, plus another $117 labor to install it...... little did they know that I replaced the OEM one with an LED version for about $13 from da Zonner, and about 6 mins of work...
They also quoted me $309 to replace the 3rd brake light assembly, which they claimed was bad....which I had also recently replaced with an LED version for $39, also from da Zonner, and about 4 mins of work
