You are right. I left a message, and they called me right back.
That price includes the lens and reflector (~$300 for BMW parts), but I learned it may have a plastic lens. I don't know if there would be a noticeable difference in light quality between plastic/glass...
I may not need to replace my reflector, though. However, the posts that hold the little shield (that reflects the light backward) took a beating. Could be straightened.