We got something for the bang for your buck...............Optimum Opti-Coat 2.0 at $59.99 and use your Forum Discount and the price is $53.99. Now that's a great deal to me for great protection.
Nothing is preventing a dealer using Opti-Coat and then charging $800. I am sure it has and will happen.
With any dealer, the actual cost of the product used is rarely very much. It is always the labor and profit markup plus expenses related to handling paint warranty claims (unless they deny them all).