Just about everyone that upgrades has to pay extra fees, I did too. The install fee is for everyone, but paying the Protection Plan fee will waive that (& you only need to keep the PP for 6 months, not 2 years).
A Hopper 3 will always cost more than the 722, it has 16 tuners compared to 2. The actual cost of the equipment upgrade depends on your acct, some customers pay more than others. None of us get breaks on monthly fees (I'm a long time customer as well) & I agree they're expensive, but if we want the best equipment it's what we have to pay. Your only option is to contact one of the names in orange (Dish reps) & see if they can come up with a better deal - they usually are more helpful than the phone reps (that tend to read from a script).