True Dungeon!

So, I've started planning my GenCon weekend and have a few questions for anyone that has done True Dungeon before.

1) How much does it cost and how long does it last?
1a) In your opinion, is it worth the time and money?

2) Should I try to corral my friends into doing it as well, or is a random party still an enjoyable experience?
2a) If I can't corral my friends, should I even bother?

3) I'm new, and have no tokens from ever. Can I still do this without a huge investment? I don't want to get in and realize I'm not as into it as I want to be and have sunk hundreds of dollars into it.

4) Are there any important questions I haven't asked that I should have asked? Are there any important things I should know?

Thanks in advance!