The lady at AV that I was talking to indicated that if my run was over the 30' allowed I would only have to pay for the additional feet, in your case, 10 feet. The $2,200 price tag for that extra footage seems high at $220/ft.
Mine should have been about 29.5 feet, but the electrician decided to take a slightly different path that ended up adding about 5 feet extra, but did not report it so I did not get billed. His only extra cost was 5 more feet of conduit and 5 feet of extra wire.
You can always have them install it within the 30 feet, then change locations yourself or have an electrician do it for you.
