That's all true but in the end you are buying THE PRODUCT, not the service. Of course you can argue that the cost of the service is paid for in the higher price of the product but that's just rationalization. ALL products have "service" costs built into their prices, the stuff doesn't just materialize out of thin air at your house. If you don't buy the BMW you still got to sit in the nice waiting room and chat with the sales guy who is so good at stroking your ego.