I'd agree there is no need to have this done at the dealer unless they will provide a service you cannot. For example, some may apply a firmware upgrade to the ECU or TCU during a scheduled service. I'd guess ILUVMILS is an aberration; most dealers charge extra for a brake fluid flush, B service or not.

That said, thinking of it as a glorified oil and filter change is not appropriate. The inspections are important, although who does them is not, so do be sure to do them. Otherwise you may have a really ugly occurrence down the road.