Alright. Well if you want a DIY solution, it does require work...
You've gotta go in there, and sand the wheels. All the way. It's a long, tedious job. I have no idea how much the other guys charge, but I'm sure they've got some sort of media blaster that does it much quicker. Either way, it's gonna be about $25 for the paint, and you've gotta hit it with wheel clear coat from Duplicolor. It's quite a project. Haha. But if you're a DIY guy, and are willing to spend the time, you get the same result...if you know how to paint well.