I believe the hourly rate is to design the custom touches for a buyer. For instance if the buyer wants roses or dragons inside the uke and on the fretboard, he will charge $120/hr to design a floral or fantasy motif for the buyer. It takes time to do this. And time is money. That is to create a unique, one-of-a-kind accent for the instrument.
Then it has to translated and programed into the laser. If it's to be inlay work, it has to be designed, cut out of the materials as well as the faceplate, glued. filled and finished. The design charge is pretty modest. You can pay more than that for a plumber or electrician.
I like the sound of the Cornerstone ukes Kimo played.