Yes, Do-it yourself. Unlike the Classic with the front shocks inside the springs, RR's with air suspension can easily have body jacked enough to install new coils w/o a coil compressor. (As they have separate shocks f/r) All you have to do is buy the kit for yes, around $395, remove the airbag springs, put in the new spring mounts, put in the new springs w/car jacked up, lower car, unplug EAS switches / compressor / valve blocks, install EAS computer override adapter, and you're on you merry way.
Any by the way, not all dealers are such jerks. Some actually give good free advice for the home mechanic, and do the minimum that needs to be done to get the Rover roadworthy again. In fact, the when my 4.0 had to be towed because of an alarm / engine lockout condition, (the alarm wouldn't let the engine start because he code the key was transmitting was confusing it!) the dealer brought the car in immediately, let me watch what they were doing if I wished, did it quickly as possible yet worked carefully, offered me to test drive a new LR3, and when they were done they even washed the car and gave the inside a quick vac! This was after the head service manager gave a ton of free advice of what and how to check things, faxed over schematics, etc, they really did everything they could to avoid having to have the car towed 100 miles. Not an advocate of dealers in general, but some treat people right. They also have a policy of only fixing what was requested. They charge $100 / hr for computer & diag work. Since at home I had pretty much got it down to a BeCM confusion issue, and over the phone the svc mgr was pretty sure this was it too since so much had been ruled out, they did the F-out procedure and no diagnostics! This fixed the prob and saved me money. If they discovery something else that needs fixing, they must get the owner to sign off on that repair before they do it.
All in all, a good dealer experience this time. But I can tell you about a particular awful Ford dealer we dealt with...