I was just charge $320 for an alignment, while competitors charge 1/3 of that price. What makes bill Jacobs bmw worth 3x normal rates??

I would see if there were any parts that were used to bring the total up but I would fully expect the dealers to probably be close to double what the average place charges so $200 wouldn't seem to out of the ballpark but for $320 I would think that perhaps they use some pieces to get the alignment in spec. I will equate it to coffee. A lot of places can make coffee and some might charge less than a dollar for a cup and others $5 or more. It's really up to you whether or not you see the value in the more expensive coffee or if the mid-grade suits your needs or you're just looking for the cheapest cup of coffee there is. You do get what you pay for to some extent but sometimes you're also paying for a name. Ymmv

Certified, master BMW techs. Talking from personal experience i would never trust anyone except the manufacturer for such a high dollar investment such as a BMW.

You get what you pay for