You need to look at it this way...
80K truck, they made MAYBE 4-6K on the sale of that truck to you.
I was looking at the 08 west minster last week, while my radiator was getting replaced. Sticker was $105,700, I asked the GM whom I've got a good relationship with, what I would pay for it. He then pulled out a binder and took out the invoice for the truck that I was looking at. The invoice was 96,850 +750 for destination charge. The dealerships don't make a lot on the rovers they sell. The sale of a truck is barely enough to pay the sales person, sales manager, and kid to clean it before you pick your new truck up.
Dealerships make 85% of their monthly cash flow from the service department and parts department, recall work, pre-paid maintance, and warrentee work.
So if I have to spend 40-50 bucks to have priority service, and sit and socialize with the rover team taking care of my rover, instead of my truck sitting for 2,3 days, and having to be driving a LOVELY LR2 or LR3, it's worth it to me.
You will get a better respect everytime you go in there for service. They will pay more attention to your issues and problems with making them feel like they matter to you, and you appreacate their efforts to make you happy.
It's like a you and your loved one.. you gotta give love, to get love....