Its expensive compared to uk prices but not sure if is expensive for the US, paint generally gives the best finish, powdercoat the most durable, my local guy goes for the best of both by painting the wheel but using a powdercoat laquer, he then finishes them with a ceramic coating..all in he charges £450-£550 for all 4 wheels depending on wheel size and chosen colours which is not considered cheap here in the UK and which would convert to around $610-$740 so your 1K does sound a bit salty..could be the going rate over though..shop around a bit and see what other prices you get I would suggest