you're still in the preventative stage if it hasn't spread to the inner 1/4 panel (the panel so far every body shop I've gone to either will not touch, or claims once it begins to rust, it's not worth fixing
), then you can even try fixing it yourself.
Now that you've removed the plastic strips, you can try sanding off all the rusty areas till unrusted metal is left. Take off your tire, put a mask and some goggles on and stick your head into the well to make sure there's none on the inside.
After sanding off any rusty areas, give it a coat of a rust proof solvent, then spray the underbody coating on all the exposed areas. You can do the same with that lip area that you peeled the plastic from, or you can just paint it, but the idea is to keep it covered with something that'll adhere to the paint, not leave space for dirt/salt etc to creep into (like the plastic liner you removed). I dunno if it'll help, but I did a semi-useful write up as long as the rust hasn't spread to the outside of the outer 1/4 panel, and it's kept one side of my car rust free, the other was apparently beyond repair so now I have to explore other options. Here's the link anyway:
http://www.preludeonline.com/showpos...99&postcount=3
It's gonna cost a lot if you want to fix it the right way.
thats not rust, I'm sadly having to chop a good lump out of my rear quarter to get rid of the rust 
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