Well, overhead due to high rent is certainly a typical reason to charge more, and if someone is particularly skilled and experienced they can usually charge higher fees. The last time I checked, anyone can join the NAWCC (e.g. I am a member), so I don't think I'd put much emphasis on that.
BTW, the $700 price isn't far off from a typical factory service price, which often includes some basic consumable parts and sometimes case refinishing, as well as a warranty of reasonable duration.
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