I won't lie.. since as long ago as me buying my STS back in '05 I have been getting pretty much the same treatment as this offers on everything from Cabin Filters to Oil changes... The one time in 4 years I had to change my PADS.. the Dealer did it for me free of charge. Now I will admit that I am friends with the owner.. but he never told them to do this for me.
My current '09 CTS-V has had it's oil changed, along with the Cabin Filter back at 5K miles... No Charge...
Maybe it's my personality...