Old work recess lighting is not a cookie cutter job, each job will have different conditions, so pricing it like a hard goods item is more of a door breaker then an actual sale price, however, a lot of EC's will see these ad's and assume that is some kind of area pricing, and they will try to match the offers, with old work it is best to take a good look at the job and consider all the conditions, including the switch circuits, you would be supprised how many old work recess jobs we service, for problems, where some get, in get out guys bootleged the switch circuit, or overload the circuit, We found the average recess old work light install was anywhere from 225 to 300 ea depending on trim, and location, you will always find someone willing to work of wages or less, if your idea is earn a living wage, and some benifits, while building a business, you may need to price to meet that goal.