Mike, I wondered that too. Every web site I've found for tub liners has professional installation as part of the package. Maybe it is because you can't buy a one size fits all liner. From what I understand, they have to measure it so the liner will fit the type of tub you have. Sounds like a way for them to get you since the price with installation is high. I do know that you can buy the wall surrounds from Bargain Outlet really cheap ($27-65 for a 3 sided wall). Unfortunately, they don't sell tub liners. I need one too so I'm hoping you'll hear from someone else.