As I am going through this particular process with the intent on painting myself, everything that
@g-man said above is spot on. With painting, literally the devil is in the details. It all comes down to what your expectations are for the job and result. The $10k number is realistic but that is probably for the shop to do everything, pull all emblems, sand down to a good base, reprime, block, paint everything and door jambs, multiple layers and then bake with a base-clear combo. That may or may not include any body work that would need to be done for those items found after the paint has been striped down to a reasonable surface for the new primer to adhere to.
MAACO is an alternative where people are starting to show where they have produced "decent" results on the cheap. However, that changes based on the shop (as they are independently owned and operated as a franchise) and the talent within the shop. Go into something like that knowing that you are getting a cheap paint job that could wow you or completely underwhelm you.
Here is what prices I have calculated so far for myself to do in my garage.
- HVLP guns (HF special "Pro" grade Kit) $50 comes with a small detail gun and main gun with two tip sizes (1.4 for base/clear and 1.7 for primer)
- Air regulator for compressor to keep HVLP pressures in check $25
- Inline dissecant filter (filters out moisture and some oil from compressor) ~$7-$15ea
- DA Palm sander (to sand down body panels) ~$50 for a cheaper one, can be found at HF currently for ~$20
- Sanding discs (for DA) ~$25-$50 for multiple grits to get that High Build Primer to a nice-ish flat panel (At least have 240grit and 320grit for this)
- Sand Paper (2.75"W by X long) for block, ~$50-$100 for multiple grits. This will be needed to get you a nice finish for everything from 500grit to 2k grit
- Sanding Blocks (actual foam blocks that the paper attaches to) ~$50 (can get a kit with multiple block sizes on Amazon)
- Bondo/Body Filler (needed to fill in those sections that cannot be pulled out, etc.) ~$25 and really depends on how bad your body is and what is "acceptable" to you (Looks good from 20', 10', 5'???)
- Glazing putty (needed to fill small chips and other sections that body filler didn't take care of) $20
So just in THOSE items right there you are looking at almost $400 in materials and you haven't even gotten to painting yet.
From there paint/primer/clear really depends on brand and what not you go with. I talked to a local auto paint supply house and they gave me two top/base coat brands to work with... Nason Enamel Farm Implement paint (only comes in basic colors) and then their house brand (can't remember the name, wasn't a huge brand like PPG though) and the Nason ended up being ~$60/gallon for the color I wanted or the house brand was about 2x that. Both were single-stage enamels. Add to that the fact that you will more than likely want to go with a 2k Urethane primer/surfacer or high-build primer to bring the body panels "straight" then you are talking about another $60+ there for that alone..
So all in all, not cheap to do. Yes you can cut some corners (and I am sure I am forgetting a lot of stuff) and you can make some compromises but still will not be cheap or easy when you are looking at AT LEAST a full weekend to prep, prime, paint yourself.