Seems like a completely fair charge. The tools are most of it. Who cares if it's a 5 min job with the right tools when those tools cost $250 to buy.

Let me sell you theses and I'll send you the link to the youtube video.

Now I was annoyed when I was going to get a winch on my Tundra and got a 4K quote for the winch and bumper (which was like $1750 one every internet site) and they didn't even mention a lift being required until after I asked, bringing the total to close to $14K to add a winch. But it was my choice so I didn't do it.

That company was recommended by several people here so I'm assuming that's just what a winch + lift costs if you can't install yourself. So I will probably never have one.