I purchased a table from my dealer and they sent their set up tech over to my home to install it and set it up. He took his time and did a great job. A year or two later I purchased a new cartridge and they handle it the came way. In both cases, I chose to compensated the tech what I thought was pretty well, but I was never charged by the dealer for the "service". Which in my opinion is the very definition of the word.
In my world its simple. If someone does something for me I always insist on paying something for it. Even when the other party does not feel it is necessary. My logic is, we all need to make a living, I think people will almost always do a better job if their time is shown to be valuable and lastly, if I don't pay this time, I cannot feel good about going back for a similar "service"
I think the dealer's position is foolish and short sighted, but that is just one opinion.