The kit goes for $175 I think but with the work it came to $275. All I can say is I'd never attempt it on my own. I don't have the patience or skill that the dealer had. They way he stretched it and worked it came from practice. He typically does classic cars where he will custom cut the film and lay it on the cars. From what he told me, the factory have die cut film for most cars as early as a 1990. He told me a funny stoy where he did a '97 this year but it was full of chips and he tried to talk the guy out of it but the customer was hell-bent to get it done since he didn't want any more chips...America has got all types.
In any case, I thought it was cheap "insurance" - especially after reading the other thread on the SESG brother's first paint chip. There are more "complete" die cut kits out there but I think you've got to lay the film down yourself. I tried wallpaper in the house once and my wife almost left me after that nasty job, I'm not going to attempt something harder with curves. A great job can't be seen, but I can guarantee a bad one can be seen by all.