I avoid having automobile service done at dealerships for this very reason. This Spring I had to take me car to the dealership as I needed a warranty repair. Of course I received the call. You need to have your brake calibers lubed $119 plus tax. I am aware this is a recommended maintenance item particularly in our climate and I had this done a month earlier by my usual non-dealership mechanic. When I declined they did their best to scare me with the implications of not doing.
I agree this is a needed preventive maintenance item but was annoyed at the attempt to scam me.