The loaded 2009 ES350 I purchased a little over a year ago came with "Paint Protection Film" from the factory at a list price of $459 (as noted under "Installed Options" on the sticker). The film covers the front of the car extending about a foot down the hood and is literally invisible on the Emerald Pearl paint. Sounds like a good value at that price if an after-market outfit charges $650.just for NCal comparison the shop that the dealer farms out to here in the SF gets $650, $750 if you want the headlight lenses done as well. I think they said the film was 8 mils thick and warned that less $$ gets you thinner (less durable) film.
The link Axxlrod provided in his post on this thread to Premier Protective Films Int'l. shows a Nor/Cal location about 10 minutes from where I live. I think I'll swing by and see what it would cost to apply the film to the front of my CT.