I agree the installation costs really bump up the overall price.
We had a Kohler 12RES (12KW) propane whole house generator installed professionally in April 2005 for $7000. The price included a 100A auto transfer switch, 100A disconnect switch (at meter), ADC digital control, 30+ feet of PVC conduit & wiring to get from the generator to the main electrical panel, other materials, permits, inspection fees, etc.. Our unit also has a battery installed in the generator housing for the weekly automatic 15 minute test run.
This unit was sized for our 1800 sq.ft. house, including being able to run the entire house plus the water well pump & A/C unit. It's one of the best home investments I've made, especially since increasing the number of aquariums we have and the increased frequency of power outages that have been happening.
Another consideration in choosing a whole house generator is whether the unit is air cooled or oil cooled. Oil cooled do require additional maintenance but seem to be more dependable.
It wouldn't cost you anything to get a professional estimate for a whole house generator and it will definitely give you a better idea of what would be appropriate for your needs. Also find out if you are actually able to install a permanent generator in your neighborhood as some restrict setbacks or don't permit them.