A lady I work with had a friend that had a very old quilt top she wanted hand quilted. My co-worker brought it to work and ask if I would be interested in quilting the piece. I told her that because I work, it takes me a very long time to complete each of my own quilts (done by hand), and that I started so late that my goal in life was to complete a quilt for each of my kids and grandkids before I die. No way would I be able to quilt for someone else. I advised her to look online and see if she could send it off to the Amish to do, but to not be shocked at the cost. What she was asking for was hand work by a skilled craftsman. I never heard if she managed to get it quilted or not.
So, from my experience, those who don't quilt, really have no idea what all goes into it. Explaining the process and agreeing on a price up front seems like the only way to avoid hurt feelings and allow for both sides to be happy with the outcome.