They are priced per inch and yes, custom is much more expensive. You also have to figure the cost for the backing & batting if you aren't supplying it and since it's king size--plan on $200+ for pantograph up to $400 and up for custom. The reputation, ribbons, and demand will play a major factor in the prices. Mailing it off to a more competitive area might be your best bet. Check out the longarmers on this board in the classified section.