Just had my windshield replaced last week, the people doing it cracked/broke one of those moldings. They are replacing if for "free" (nothing is really free). According to the invoice it is called a "strip", part number (for the passenger side one) is 3B0-854-328-c-b41, cost is about $14.00. According to the service manager, it is a fairly simple snap in/snap out kind of thing, but I haven't really studied it.
I noticed the price difference also when I went to the stealership.
I replaced both since both of them were falling apart... especially close to the top of the windshield. It must be the washing fluid I use... or maybe just normal wear/tear, hot/cold weather cycles vs. rubber material degradation.