That's probably a good thing, but if they're directly passing the cost on to the consumer it best be a fair price. I got my xpel from a local detailer for HALF what the dealer wanted.XPEL is being installed on all new Grenadiers by Red Noland in Colorado Springs before they are sold. They install it in their paint film shop using a heat gun. I took a test drive this weekend and noticed really thin scratches where the wipers wipe when glare hit the windshield. To be fair, I'm not sure if this was dirt on the windshield or tiny scratches, but it looked like the thin grooves on a vinyl record. They said there is a spray you have to use as a treatment, but they didn't have any information on how often to treat or how long the film lasts.