It depends on the level that they took it to. If you see an engine for $2000 on eBay, that doesn't mean a swap costs $2,000. There's little stuff that adds up (unbelievably quick), and the labor you put into it makes it worth more than shell + engine. That being said, the VAST majority of swaps and parts in general are installed in a half-ass manner. You can't even trust shops these days. While I vehemently agree that most people think their work is worth may more than it actually is, you do have to really look at the car and the details of the work done to put a value to it.

Example, I remember a thread on Supraforums a while back where this VERY highly respected shop was building a dedicated road race car (their specialty) out of an S2000, using a 2JZ that while longer, was tucked far enough back into the highly modified firewall that it was completely behind the front shock towers, and hence a mid-engine. Almost the entire car was tube framed, of course hardtop welded in, fuel cell, single seat, hundreds of pounds shaved, etc. etc., and people kept saying, "Nice 2J swap, there's some shop in Florida that does this," and "nice swap, I've seen those," "Are you selling a kit? I wanna do this swap." The builders were getting so furious that people just looked at it as a simple "2J swap," despite everything they were doing to the car as a whole.

Extreme example, but the point is that you have to look at more than just what engine they chose.