The difference between an expensive and cheap paint or wrapping job are the details.
Most "complete" wrap jobs only cover the exterior. They look great with the doors and trunks closed when experienced technicians wrap it. That's how most people get their car wrapped, paying between $2.5k - $4k. You'll see the original paint color as soon as you open the car door or frunk, though. Getting a 100% color change will double or triple the price because of the labor required to remove components and all the detail work around hinges, wire looms, etc.
You can get your car painted for about the same price of a wrap. However by doing so, you may lower the resale value of your car because: 1) there's going to be overspray on interior and trunk parts, as well as weather stripping, and 2) it may not look good after a few years if it's not prepped properly. Once you go down this road, the only recourse to reverse it is to take the paint down to metal, because you don't want to paint over poorly prepped paint.
The $10k paint jobs are those that spend a lot of time removing bumpers, lids, lights, door panels, etc prior to shooting the paint. $20k jobs do all that, plus removing windows, motors, etc, and then removing paint down to the metal.
The best paint is factory paint. The price you pay for a color change depends on what you can live with.