Having your oil changed is a lot different than:
1. Insert disc
2. Click the installer icon
3. Wait
4. Save $39.99
Done.
Indeed. The 10.6 upgrade took so little effort it was rather shocking to me--double-click, hit "ok", and when I got back after dinner it was ready to go. Since I had the disc delivered I never even needed to leave the house, and it took 3 minutes of effort including opening the shrinkwrap.
That said, if it's worth $40 to have someone do that for you (and, presumably, deal with it if something goes wrong in the process, though on a brand new system not sure what that would be), then fine.
I'm quite sure I could change the oil in my own car, but it's easily worth the $10-20 more than the cost of the oil and filter for me not to have to go to the store and buy oil and a filter, crawl under my car, mess with the pan, wash my hands well, probably wash my clothes too, deal with disposal of the used oil, and to have someone who knows way more than I do glance at my belts, check the tire pressure, and refill the windshield washer fluid.
If you enjoy mucking around under your car or would prefer the 30min-1hr of work (plus trip to the auto parts store and oil disposal place) to having an extra $15 in your pocket, then that's great too.
I'm not the biggest free market proponent, but so long as BB isn't lying and saying that they're doing things they're not (or telling you things are involved in the upgrade that aren't), then good on them. To each his/her own.
Now, if they're charging you $40 to CHECK if Snow Leopard is installed on a brand new machine it's already on, that's just dishonest. Same as a mechanic telling you you need new brake pads when in reality you don't.