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I've not done the tour ride for a couple of years now and this year the language about fund raising seems a lot stronger.
If you enter via the charity (Action Medical Research) then the fee is £35 with a £150 fund raising target which you agree to commit to or you pay £185 yourself.
If you enter via British cycling then you pay the entrance fee £36 and there is a target of £150, but it mentions nothing about committing to the target or the £185 fee.
Some of us just like to do the events and don't want the hassle of fund raising, collecting money etc.
£185 for a ride on the public highway is crazy.