On the subject of paying for what you get, that is generally true, but you can find places that will sell you stuff for much cheaper than the average price from a circuit city, or crutchfield. Try
www.etronics.com They are pretty darn cheap and not refurbished.
If you want punch dont get a 12, all you get with a 12 is smooth bass response. A 10 will give you more punch but less drive, and whatever you do get a good amp. You can buy an average speaker and make it sound great with a nice amp. Try Concept, theyre small and kind of hard to find, but they make an awesome amps for all purposes. Also go with a mono amp, cheaper, and if your only running a subs with it, it will sound better. Otherwise the treble will try to come through with a multichannel amp.