Why is artificial turf so expensive in Phoenix? Any leads for good installers or alternatives?

Just had my first company come out and give a quote for artificial turf I was shocked to see over $8600 for a ~1000 square foot section.

So many people have this stuff in their yards, I thought it would be more affordable.

1) Should it cost this much? If you had it done recently, what did it cost you?

2) Does anybody have and recommendations for affordable turf companies in the Phoenix area?

3) Does anybody have an alternative route? E.g did you buy the turf it and do it yourself?