Box stores, Sears, and others have been doing this for years with kitchen cabinets, water heaters, carpeting and other floor covering, heating and air conditioning, siding, roofing, and probably lots more that don't come to mind immediately. It's not a new idea, just a continuation of how they try to get more of the consumer dollars. It's not necessarily a bad deal, but I'd sure check the price of installation they quote against what you could hire a contractor yourself. If the store is going to add 10% or more to what they pay the contractor, the bottom line to the consumer would likely be more that if the consumer hired the contractor. The extra cost might be worth it to some folks that just don't want to bother with finding someone to do the job. Pretty much the opposite side of DIY.