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It takes about a half a day of labor to decontaminate the paint. Decontaminate is just another fancy word for "wash, clay, and polish." The product itself isn't rocket science to apply and if you if you have the time and patients you can most definitely to it yourself.
Most places are charging between 800-1200 for labor before materials. 1100 is actually a decent deal if you're living in the Bay Area.
Thanks for all the responses. I wasn't questioning the skill or value, not having a reference point for cost I simply had no idea if $1,100 was about right. Now that I have some points of reference it makes the decision much easier. Appreciate all the feedback.
Opticoat Pro+ on full exterior (painted surfaces, glass, and trim) is $1200 - $1800 in DC, with the difference being paint correction. Almost all of the shops with whom I spoke advocated doing a full-on, $600 paint correction on my brand-new X, waxing poetic about how poor Tesla finishes are, even new. In my opinion, that is ridiculous. Perhaps some spot correction would be necessary, but it certainly would not involve the amount of labor sufficient to warrant a $600 charge. That is price gouging at its best.
My XPel/Modesta dealer was quite impressed with the paint with my X delivered in late June.