Zep I don't think anyone said that. Here is the process. Note that you do get an estimate and then a price after what you want is fully discussed and the land examined (often test holes). What you don’t have is a formal low bid process. This is close to what the others are pointing out as well.

We use a process of contacting only the good pond builders informally and ask their thoughts on a location and idea. Then we go from there. A good builder will have ideas and thoughts and will provide an idea of costs. After you go through the process and you have your final plan then ask how much for that. Then do the contract with all ( and I mean all) the specifics.