It's very real. I was recently quoted 30k-43k for 7kw of panels, 13.5kwh of battery, along with reworking some electrical panels. The one coming in at the top of the range were baking in a ton of profit and willing to negotiate down once shown the other quotes. In the end i completely passed, it just doesn't make sense to pay 30k to avoid 3k a year in electric bills.