Since you ask - a Winston tire shop local to me is the most dishonest and unscrupulous vendor I have ever dealt with. When having some tires balanced I purchased there awhile earlier (I won't even go into that ripoff), they informed me I needed an air filter. I was furious they had even lifted the hood, and I had inspected the filter at a maintenance I had done a few thousand miles earlier - it was fine.
About 5000 miles later I again inspected the filter - and discovered it had a gaping hole punched clear through it. No natural occurance could have possibly done that! It was still pretty clean, too.
This blatant dishonesty may not be corporate policy, but I would at least check with the local BBB, and get some trustworthy CUSTOMER referrals. The dealers may have other incentives for their recommendation.