I can safely say, without sounding TOO ego-centric... That guy is one of the few photographers whose shoots are more complicated than mine. On the flipside... $2700 for a signed print??!? If I could sell a video for $2700, you bet your ass there'd be an upgrade in production values....
Also, one of my models apparently has experience with this...
Rich, if your production quality involved 6 high quality studio lights, 2 panels, and a $2000 dollar camera for stills, you'd probably have to sell your prints at $2700 a pop to break even as well.