I did the same. I sanded them all down smooth. It took forever. Then painted with a G2 kit. It turned out OK. $720 is too high. If you can do without your car for a couple days, take off your calipers, take out the pistons, then take them to a local powder coat shop. They'll media blast your calipers and powder coat them. It'll be about half the price you listed above.
You could also just buy new rebuilt OEM calipers already painted. It would still be cheaper.
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