My products are custom, is the pay form static (choices) or does the form have the capability to have different listing(s) price(s) for each customer?

For example: through my site, I will provide a quote form, once I quote and customer approves, the sale ticket needs to be setup for purchase. The sale ticket would be your pay form. Thus there is only one form, however, the listing/price will be unique to each customer

Will this idea work?

I am in process of creating the website now.

I am not sure if I understood your question correctly. Will produces and prices be different for each user. Also should users be only able to select their listing/price?

It is not possible to conditionally show and hide products inside of payment field. 

If you want to use one form you will need to set your listing/price outside of payment field using basis fields. Then you will need to perform calculation inside of your form and pass that calculation to payment field.

Inside of this guides you can find how to do it:

https://www.jotform.com/help/259-How-to-Perform-Form-Calculation-Using-a-Widget 

https://www.jotform.com/help/275-How-to-Pass-a-Calculation-to-a-Payment-Field 

To hide/show field inside of your form you need to use conditional logic:

https://www.jotform.com/help/316-How-to-Show-or-Hide-Fields-Base-on-User-s-Answer 

https://www.jotform.com/help/196-Hide-or-Show-Multiple-Fields-at-Once 

Hope this will help. Let us know if you need further assistance.