Well, at our previous QTH, we looked into a kitchen remodel. This was circa mid 2001. Home Depot's estimate at the time was around $12 K. There's a local outfit called The Woods that heavily advertises, so we had someone come out for an estimate. Good looking brunette in high heels (made her my height) and a tight outfit... I may be married, I'm not dead, and you notice these things... clearly expensive designer stuff. Meant to impress us, it didn't. Anyway, her rough estimate was about $18 K, and she was supposed to get back to us with a firm estimate and layout -- she never did (how do these outfits stay in business when they stiff customers like that?) Another local outfit, Kitchens by Dial, quoted us around $14 K -- and they do good work, NB3C's parents had their kitchen remodeled by Dial, and it did look great.
Now, by comparison, one of my wife's cousins & his wife had started a little remodeling business. She did the design work, he did the installation. Their cost? $5 K -- and that was WITHOUT a family discount. Had I not lost my job at the end of the year in a layoff, we would have gone with them.
BTW, Depot now sells pre-assembled cabinets. If you're willing to do the work yourself, it's well worth it. Is the quality as good as the $15 K kitchen? They'll tell you no, but as someone who used to work there and dealt with this stuff everyday, the answer is "it depends, but usually, not quite but not enough of a difference that you'd ever really notice"