My problem is that I have no garage and sloped driveway, so even simple maintenance like this is more trouble than it's worth for me. I make the time for brakes, shocks, and snow tire swaps, but not for the little stuff that'll save me all of $15.
And we have the same issues here in CT with Valvoline. They're cheap ($22 for regular oil & filter), so they try to make the extra money on upsells. Can your really fault them for trying? No. Can you get anoyed with them when they want to change your cabin air filter for the 4th time in a row? Yes.
My wife won't go anymore without me, because she's sick of the lies. I tried to get her to tell them, "No, my husband beat me up real bad last time I got that done here!" next time they suggest to do ANYTHING other than the oil and filter. Hee-hee. :-) But alas, there won't be a next time, because with the new A3, she doesn't have to go there at all anymore, because Audi pays for all maintenance up to 50k miles! They know better than to try that crap on me.
Anyway, the point of this was that I am lucky to have a local car wash & oil change place near work that will change the oil & filter, top off fluids, set the tire pressures, etc (with no BS'ing around), then they vacuum & clean the interior completely (windows included), and wash and dry the car... all for $30. Can't argue with that!