From the top two examples, the first one was made using graphics selected from the Custom Designer. The second example, the customer downloaded the template (which you can get by scrolling down on the Custom Designer page).
When you use a custom upload, it will come out to the same price. Set you layout to blank online to reduce the price. Only use it to specify the keycap colors.
Custom set: $59.99
Blank custom set: $49.99 + $10.00 upload = $59.99
If you would like us to create the layout for you based on a set of images you have, just send me an email with some of the art you want converted and let me know how many you need. I can give you a price based on the complexity of the art.