If you don't want to be paid for the design part of your job, you can give the design for free and only charge for the labour. If you want to be paid for design and labour, you shouldn't do either until you have a contract. Quotes must be specific, but they don't need be "how to" guides.
The part about never negotiating price just means that he is uncompromising. It doesn't really mean it's a fair price.
TV only shows the parts that make the actor's look good. You won't see the scene where the customer refuses to pay a bill for a bunch of extras.
