Bringing back the dead... (zombies)
I'm kinda wishing I'd done it to mine.. fixing rock chips sucks.
And, yeah, it is pricey. Half of the cost is the labor in applying it since it has to be "just so".
If you can swing the extra $600, I'd think it'd be worth it.
Incidentally, for a few years now Mazda has applied small patches of the same film to the lower rear corners of the rear door jams to prevent sand and rocks from gradually chipping the paint and causing rust, a problem that was evident on the silver '04 M3H we bought used.