1 year old

So the car is 1 year old now.
I've rung my 2 closest dealers for a quote to get an idea of the cost to do the 1 year service. Dealer A says $460, Dealer B says $430! Marvellous value for what is not much more than an oil change and inspections.
As I don't feel like being ripped off, I rang my local Ultratune guy, who quotes $350, and feels the need to explain it being higher than normal due to the cost of fully synthetic oil.
That still seems a bit pricey, so I called my local NRMA Motorserve. Being pleasantly surprised at the much more reasonable price (it is well under $300!!) I had a log book service done there. The guys at Ford couldn't and wouldn't tell me why I should pay ~$200 more for them to do the servicing.