Funny thing about framing - it always seems too expensive.
It's just a frame, isn't it?
Of course, framing a picture well is a skilled job that takes time.
But framers don't demonstrate the value of that skill. They don't give you a leaflet explaining the framing process or put a chart on the wall with the steps an expert framer goes through. Or give you a booklet that explains why professional framing will keep a picture in better shape for longer. The don't explain why it's beneficial to you, as the customer, to have a picture professionally framed.
If they did, I'd value them more. And probably come back more often to get more pictures framed.