You're right, the total price is $360+shipping (EDIT: or $327.35 after the return credit) with the additional tool rental. The $311 price is just the display bundle, which includes the display+adhesive+screws. Although to be fair, the tools in that rental kit aren't required to do the repair as far as I can tell.
Also, I just noticed that the display items have this disclaimer:
> This part requires the System Configuration software tool. After performing the repair, contact us by chat or phone to initiate System Configuration.
So they're not getting rid of that bullshit display serial number system, meaning that even if you buy a genuine display from Apple and perform the repair following Apple's own instructions, your phone will still be in a broken state until you call Apple and ask them to remove the software lock.
You also can't even place an order for a display unless you provide a valid serial number/IMEI.
Also, I just noticed that the display items have this disclaimer:
> This part requires the System Configuration software tool. After performing the repair, contact us by chat or phone to initiate System Configuration.
So they're not getting rid of that bullshit display serial number system, meaning that even if you buy a genuine display from Apple and perform the repair following Apple's own instructions, your phone will still be in a broken state until you call Apple and ask them to remove the software lock.
You also can't even place an order for a display unless you provide a valid serial number/IMEI.