A friend of mine has a MacBook Pro with 4 GB of RAM in it. He wanted to upgrade to 8 GB of RAM. He checked the Apple Store and:
http://store.apple.com/us/memorymodel/ME_17_28_MBP 1200 freakin' dollars.
Apparently, you order the RAM and they send it to you. Then you take the RAM and the laptop down to your friendly (at those prices, they'd better be) Apple Store and they will install it for you.
Welcome to Mac World. You know, the world of those really savvy techies who pay three times more for upgrades and replacement parts than those simpleton PC users, when the parts are exactly the same (with the exception of different firmware in the graphics cards). How 'tech savvy' is that? ;-)