The prices you see on the website include the embroidery in a single. The maximum size of the free embroidery is something the industry calls “a left chest sized image” which is usually about a 4″ circle.

Many companies put a limit on the size of the logo included in their prices. Most often it is a stitch count limit like 10,000 stitches. Anything over that amount is charged differently.
Our belief is that most people have no idea how many stitches it takes to create their logo, nor is it a good method to base a price on as far as art setup; more stitches does mean more run time, but we consider this negligible as to producing a single location piece.