Options mean choice. This is where the cost starts to rise. If you stick to the basics, then you will achieve a new kitchen for far less than you thought possible. Have a think about what the kitchen is for - if you are selling, or its' a rental, keep the options to a minimum.
If it's your thing, then go for it! Soft closing drawers and recessed handles are becoming really popular these days, and demand has driven the cost down.