I can attest to the amount of work involved to compound, polish, and decon the paint to do a coating. I did the work myself and it took me about 10 hours work, and it wasn't my first rodeo with this type of work. The clearcoat on these trucks is pretty hard (which is good to prevent future swirls) and it took a lot of work with my DA polisher to correct the paint. I am a cheap bastard so I wouldn't want to pay someone to do it for me, but $1200 - $1600 does not seem out of line.
I used the new blackfire ceramic coating and am pleased with the results. The consumer grade coatings (like what I used) don't have the longevity of the "pro" coatings but still offer at least 12 months of real protection on a properly prepped surface and make the truck super easy to wash.