My regular Chevy dealer charges $50 for lube, 6 quarts of Dexos 1G2 oil and filter with a tire rotation thrown in. Last couple of months they offered the service for $25.
I like doing my own oil, but tire rotations with my setup not so much, so with OE tires I like the dealer service. Obviously, their price point is designed to get you in to sell other services. I don't mind, I can just say no.
Two times ago they recommended a fuel system cleaner. Told them no thanks. When the service writer suggested it was needed, I suggested it was needed for their profit margin, and not because the vehicle needed it. He stopped the upsell attempt. Last visit they recommended cooling system service (valid, Dexcool and it was at the 5 year point) and "Transmission Fluid Exchange Without Filter" (appropriate only for severe service, which the truck doesn't see, and filter change is required per the maintenance schedule). I let him know I'd take care of the coolant exchange, and would do the transmission service correctly with a pan drop and filter change. He didn't mention the air filter (which was due), and transfer case fluid which was also due for severe service.
The model in Las Vegas is whenever the customer brings in a vehicle, you should pry $600 out of his wallet. Unless the vehicle actually needs something, then the sky is the limit.