You often see this, people unhappy with the rate of a shop, "how can this cost SO much?". Simple answer, being in business is horrendously expensive. Especially in California.
Remember, the shop has to pay for the labor, the tools, the rent, the utilities, the multiple insurance policies it takes to operate in CA. Not to mention, if anything goes wrong you will certainly come back demanding the honor their work and fix it for free, right away. That liability has to be built into the price. Professionals, in any profession, are not cheap. Yeah, your buddy with a press will do the work for a couple of beers, but he does not carry the same liability and overhead of a professional shop.
On the flip side, it's just plain bad business to not communicate the price to the customer before the work is done. Even if its a ball park "this should be between $40-$50 depending on X".
Just my .02 I suppose.