The final results/level of quality and protection your vehicle receives comes down to one thing, the installer. The skill, experience and standards of the installer/s make or break the installation. I've seen the "best" film used by inexperienced installers leading to a sub-par final product and vice versa.
Pricing will vary from place to place, installer to installer. As a rule of thumb, you do get what you pay for. Obviously there are exceptions to this rule, but $10k for a full wrap will be on the upper end for sure, but in the long run the results must match this premium otherwise said shop/installer would not be able to sustain those prices (something to think about).
We use a film called "ClearGuard Nano" It is the clearest and highest gloss film on the market currently. Some installers will chose one brand over the other for a multitude of reasons. When researching a shop, look at their work in person if you can. Oftentimes shops will post pictures from far way not giving you the best idea of how things really look up close. Look at how the edge/corners are trimmed and wrapped. This will gauge the skill level of the installer and their standards.
Hope that helps!