I too ran into the same problem when calling around to dealers on the peninsula for service, and here was my experience:
My 2005 Prius needed it's 30K mile service done back in May. So I started calling around to various local dealerships (Bay Area of California, specifically the Peninsula, San Bruno/Daly City/Burlingame area). They all wanted $300 or so for what amounts to an oil change, tire rotation, a couple of easy filter changes and a bunch of inspections. This is the same price that our 2004 Sienna w/60K miles would be charged. This was just plain mercenary on their part. I was so upset by this that I ended calling the Toyota Customer Experience line to voice my displeasure at this. Who dutifully opened up a case and contacted the dealership that I normally go to (Melody Toyota). Who in turn got back to me the next day.
I ended up spending a fair amount of time talking to the dealership's customer service rep about their pricing for service. I pointed out that there was a local dealership (City Toyota) that was willing to do it for much cheaper by charging me for a minor service ($89.88) plus the cost of the engine air filter ($25 or so). I also pointed out that it was unfair to charge me the same price a Sienna would be when the Prius requires a lot less work. To me it felt like they were ripping me off by charging me for services that they weren't going to perform. Was I subsidizing someone elses repair work at that point? At this point she said she'd contact the service manager and figure out how to solve the problem. Their solution was basically to match what City Toyota was going to do: minor service plus the engine air filter. They couldn't give me a good reason why a Prius would be charged the same amount of money that a Sienna would be.
Unfortunately, when I actually took the car into the dealership, they again tried to charge me the $300 for their 30K service. I pulled out my maintenance book and said "Just do what is required in the book" and that pretty much ended that argument. And to add insult to injury, they managed to set my tire pressure to 32 psi all around, overfilled the oil, and forgot to change the engine air filter (the technician missed that part of the work order because it was on the same line as the oil & filter change). However, I didn't discover this until I had left the dealership and gotten to work. So I had to take the car back again to have them fix the problems. I took the service manager to task about all this. I stressed that these were basic things they should be aware and it doesn't speak well to the kind of service they are providing. He acknowledged the problem. Whether anything will get fixed remains to be seen. At this point, I believe he wants me to go to him directly when requesting service in the future. We've been taken our Toyota's to this dealership for 10 years now, and for the most part they've been fine, but this latest incident has left me with a bit of a sour taste in my mouth. And when I was called a few days later to ask how my service was, I basically said I was not satisfied and they hadn't fixed everything to my satisfaction (this of course was before I went into the dealer to get the stuff fixed).
The larger problem I see is that the local dealerships all like to use a generic maintenance schedule that makes it easier on them when creating work orders, and more importantly, helps to pad their bottom line. I have seen some variance in price amongst the dealerships for the various services, but they're all built around generic services that most cars will require, and add in services that they don't.
Unfortunately, these dealerships are independant businesses. Toyota has little control over them. However, that doesn't mean we're powerless. We can vote with our pocket books and demand that we get charged only for the services that are actually performed/needed. Also, calling into Toyota's customer service number to complain can have a positive effect. Dealers don't like having Toyota corporate calling them up and saying "You've got a customer with a problem, what's going on?" I'm willing to bet that the number of complaints a dealership gets is directly tied to the level of support that the corporate offices provide to their dealerships, whether it's extra cars in their monthly allocations, assistance with promotions, or how quickly the technical staff gets back to the service department when a particular nasty service problem surfaces with a car. Not to mention the damage to Toyota's overall reputation with consumers. People who have bad experiences with a dealer, whether it's in the service or sales department, will talk to their friends about it, and that can make or break a new car sale...