I've done the lifetime alignment at my firestone and it's been great. 2 vehicles have had it. I lift it, I take it in, they do it. I change the struts, take it in, they do it. I add airbags, etc... once the upsold me a windshield wiper for $11. I said go ahead. I usually, but not always, tip the tech $5-10.
I think it definitely depends on the culture of THAT shop, as made by the owner, and the service managers. The 3 guys that run the shop I like are all by the book, with what seems a genuine balance between protecting the shop and protecting the customer too.
I'm probably just lucky to have this shop nearby.