There is nothing wrong with sharing the cost - blood, sweat, and tears along with love goes into each quilt we create. They are our works of arts, and yes, we want them to be used, loved and cherish for years to come. When I give a quilt to friends and family I tell them the dollar amount, not so they know how much I spent, but so they don't abuse the quilt. I also tell them, when the time comes and the quilt has been well loved (used) I will be more than greatfull to repair or replace. When I gift, I do not expect anything in return except a hug. You have to remember, the non-quilting world does not know the cost of materials, thanks to Wal-mart and other stores, and then the amount of time.
I was watching Fon and Porter today and you could make a quilting envelope/label with the value and care instructions tucked inside and let them know only open if they truly want to know. But make sure they are sitting down, you don't want the honey moon to start in the ER. LOL