Learn to adjust your expectations. Kitchens are expensive. I've seen prices above that and below that. Sounds high for refacing but it is labor intensive.
There are a lot of factors that go into cabinets and a lot of markup. Get plenty of bids and don't necessarily go for the low one.
Get a look and feel of the wood and if it is solid or laminated particle board makes a difference. Are they refinishing the shelving? You may want to look at all new for that much money.
There are some big companies that redo kitchen cabinets that operate the same as some siding and/or window companies with the ads and salesman that come to the door. The bigger the company, the bigger the markup is the rule for some. The guy who sells it doesn't do the work. It is usually some sub contract crew. The salesman and the company all get their cut off the top.
Use a local craftsman for that kind of money. At least there is someone to call when you leave nail polisher remover (or whatever) on the counter.
To answer your question, you would only be naive if you didn't get a number of estimates and further educate yourself.