^ That might be a good value. Depends on how much time it takes to flash them. Esp if you are only putting a short bootloader on there, you might be paying $450.00 for something that could take minutes of very low stress/attention labor. If you use the right equipment, flashing a chip could literally take the amount of time to flash plus a quarter of a second. For even higher volumes, automation is not difficult to add. Maybe your time is more valuable. But if I can save >$200 an hour while watching Youtube, AND gain flexibility to mid-production changes, I think it is worth it. This also saves money when sourcing of the IC might be an issue, and you might have to change to different variants of the IC. Microchip will give you a new setup fee and pricing for the smaller amounts you are temporarily using.
A local manufacture I did some contract work for while I was between jobs would bring his kids in and set them to work doing this. I set up the programming jig and then one kid would load a PCB in the jig and hold it there while the other hit the program button on the laptop. It actually worked better than I'd have expected.
And no, that's not what I'm talking about. But I guess if you have free labor, why not use it? Sure, sometime you have to deal with individual assembled PCBs, for JTAG testing or for repair or update, etc. But PCB's aren't all a uniform size and shape, so this often going to cost in manual labor.
The alarm bells began to ring when the OP said 'buyer/reseller insisted on having it made at their preferred EMS' and were deafening when 'has to be repaired there too'.
I agree, it is good to be a little paranoid, here. I have BT, too. Customer telling me the manufacturer needs the firmware, today, for testing the latest prototype. No discussion prior. But today, the protos have arrived from China, and the manufacturer in America needs it ASAP.
Me: uh, no. You do not give your firmware to a fly by nite very small design and manufacture company under this kind of duress. Total BS. I wrote a firmware for testing-only, and gave him this. Later, public records show that the owner of this very young company has 3 prior companies all under litigation for exactly this kind of IP theft. We were both on site, at one point and he asked many times for firmware and even to regale to me how easy it is to lift the firmware off a chip, anyways. He enticed me of tales of a company he knows (unnamed) that will flash chips cheaper than Microchip. And he continued to ask for the firmware. He also asked me to modify some disassembled code because one of his other clients was having problems with unlicensed cloners, so his client wanted to make their code different. By paying him to pay me to alter a disassembly. LOL.
I think that in many cases where firmware is lifted from a chip, the entire image is not lifted. There will be probably some configuration bits that are not readable. And possibly it takes overlap of many images to get a near complete picture. IOW, I think even if you pay for some service to get a firmware image, you might in many cases still have some work to do to fill in some blanks. And hopefully by then, the firmware is outdated and worthless, or less at least less valuable.
Also for legal reasons, I think it is important to not give firmware to another company without some legal documentation of the purpose and limitations. There is a saying here. Possession is 90% of ownership. Despite what was said, the court will be happy to suck away your money to clarify what was the original agreement when you intentionally gave the other entity your firmware. They know you can sue if you catch them. But by the time that goes anywhere, this company can be long gone and they can make a new one. It's like if you let someone stay at your house for "a few days," that is legally where they live, and you have to go through an eviction if they decide to stay longer. The cops literally ask questions like "did you give him a key? Does he have any belongings here, even a toothbrush? Ok, then, he's your problem until you go through the legal process of evicting him. You can't deny him entry."