Your dealer has a sense of what should be done while the mechanics are doing the brake work (the fluid is o.k., but why not flush it while the calipers are off, etc.), so, YES, you do need this work done (lubes, fluids, pads, rotors).

HOWEVER,
Their prices are way too high.
This is just a quick check from my 'friends' at RockAuto.com:

Loaded (with Raybestos Ceramic pads) Rear Calipers =$87.79 + 69.00 core = $156.79 each
(remember, you get that core charge back -not so with the stealership).
Matching front pads (PG Premium) = $29.79
Front Rotors (ACDelco #18A570) = $53.79
Rear Rotors (#18A568) = $75.79

I can't tell you how much lube and labor should cost, but if I were talking parts alone, your dealer deserves a kick in the man berries.

I ordered a new master cylinder from RockAuto.com a few weeks ago. $148.00 (with a $20.00 core), shipped to Alaska (in 4 days!).
Everywhere else quoted $350+ for the same part.
Their website is a little weird, but I've been using them for @4 years and they have consistently delivered great parts on time.