As far as the OP goes...
That sounds about right. Might be a little high, but it sounds about right for a professional job. Basically, that is a difficult area to work on and it looks like some of the metal is creased a bit. Sure you could whack it with a hammer and 2x4 a couple times and smear some bondo over it to make it look close to stock, but to actually work out the wrinkles, skim over the rough spots, sand it, and paint the entire bedside (anything less will be noticeable where the fresh paint stops), theres probably a good couple days of work there.
Of course, if you don't care about it all that much, you could bang some of it out yourself and rattlecan some paint on...
Or look for a junkyard truck the same color with a good bed.