Most machine shops would not include rocker parts with an "exchange" head. It sounds like his asking price is just a little on the high side of normal, but not to the point of being outrageous. I'm not hung up on "all new" where valves are concerned, as long as there's enough "margin" at the edge to prevent the valve from overheating and burning. Intakes need at least 1/16" from the top of the valve to the beginning of the ground surface, and exhausts should be a little thicker, maybe 3/32" or so, minimum. Stay FAR away from a valve with an edge that is better suited for a shaving razor!
Jerry