It wasn't as bad as you might imagine - I think when I looked into it they were quoting something like £500 for a Ledbury in your choice of colour and leather and with your initials on it. Worth it, if you've set your heart on something which isn't available through the usual channels! Shame they stopped it, but maybe there just wasn't the demand!
I remember this service and was sad when it ended, but not as sad as dd. She wanted a bespoke Ledbury for her 18th, she changed her mind regularly on the leather but wanted it to be green with 'EV' on the lock (her name is shortened to Evie which she shortens further to EV). I'd love to see the service return!