Exactly... but would have been even more expensive had I plumped for the PIAAs.
Yes, I fitted them myself. I'm not normally one for that sort of thing: I can fiddle with PCs and modify them all day long, but not cars. Never done more than changed a bulb, I'm ashamed to say - too frightened of breaking summat.
The installation isn't too bad - the instructions are very clear. The only bit which is potentially fiddly is drilling a 25mm hole in the headlight cover, but if I can manage it, anyone can! I understand you can buy spare headlight covers from seremotors or another dealer, so even if you have a drilling accident, all is not lost (or in case you want to replace the covers if you ever decide to remove the kit when you sell or whatever).
If you go for a hids4u kit, make sure you find a coupon code first (search for one) as you save quite a bit that way.