Scott, RipOff? Nope, it's not. These guys have mouths to feed, shop space to rent/pay for, business lisences to pay for, taxes, inventory, tools, rags, chemicals, recycle fees, insurance, and the list goes on, and on, and on. In the end you are the one who pays for all that stuff.
They will charge you almost double on the parts to make up for some of the labor overcharges they may have to eat. As example, you're accross the State from me... and we both suffer from rust. Those parts on the brakes are rusted together and it's going to take some tools to get them off. There's the easy way (torch... and burn a lot of fluid) or the hard way with a grinder/cutoff wheel and a set of air tools.
Since you don't know much about brakes you're at their mercy because they learned something you didn't. Mark Twain once said: "All men are ignorant, just on differnt subjects." Me, I can tell you anything about plants... it's my weak point... so I don't eat anything I can't identify... and in the bush pass up a lot of tasty stuff. So if I want to eat better while on the trail I could easily learn about the edible plants in my area or go with some more exerienced in local lore. Soon I'd be gettin' fat n those 12 mile hikes.
Well, it's no different with you... you pay a price for ignorance. If you want to learn how to save a whole lot of money.... do the job yourself.
Buy a Manual.
Have a Buddy who's done the Job help.
Buy the tools.
Buy the parts.
Join a local 4X4 Club and get to know others who've been where you walked.
Heck you could save enough on this brake job alone to buy another Jeep, or two. Now if you're cheap, like me you'll do the job yourself. As for being smart enough to do the job right.... you're at the right place.... just ask and you'll get about 7 responses all full of good advice. You've just got to be smart enough to implement the advise.
I've got an article on DIY CJ brake jobs some where... if you want it let me know and I'll email it. Otherwise....we're all glad to help anyway we can. All you have to do is ask.