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The cost of the material is a small part of the total installation, what your paying for is the experience, skill and level of standards of the installer.
I'm pretty sure what Xpel charges random Joe on Xpel.com and their partner installers are far different. In fact, Atlanta Protective Films – Protecting Atlanta's Cars since 2005 charged me approximately the same for materials + installation as what I would have paid Xpel for the same in materials on their website. I'm sure I would have done a pretty crappy job installing since I've never done it before.
The cost of the material is a small part of the total installation, what your paying for is the experience, skill and level of standards of the installer.