I know when my truck got rear ended last summer, that panel was the most expensive part other than paint. The estimate from the body shop listed that part at about $575 for just the aluminum! That didn't include the plastic strip or the letters. The problem with that piece is that there are no aftermarket alterntives, it has to come from Ford. They were going to use an aftermarket tailgate, and that was still $300 plus all the trim and paint. The body shop ended up finding me a used Southern tailgate, complete with trim from a salvage yard for $300.