I try to differentiate between routine, required, and recommended maintenance items. Anything that is necessary to maintain the warranty I typically have done, if it is a recommendation/suggestion then it likely does not get done. The best thing I ever did was find a reputable, local shop to perform the maintenance on our Toyotas. I took both of ours to the dealer while they were covered under Toyota care (free oil changes and service for 24 months) The dealerships have been surviving on their service departments and have become very aggressive (predatory actually) and expensive with their service recommendations.