as an owner of multiple toyota's and a member of the related forums... i can say that toyota dealers' service departments can be hit or miss, but toyota does listen to customer complaints and takes them very seriously(personal experience). additionally toyota has a lot of dealerships, so if the one closest to you is acting poorly you can go to another. they are aware of this and it tends to keep them mostly honest. plus with a large and vocal community around almost every model they make, its pretty easy to avoid the bad dealers.

my current 4runner warranty/service plan covers all scheduled maintenance, filters, lubricants, etc. for the first 100k miles. However, I do have to bring it in yearly, even if the next oil change isn't due based on milage alone.

its certainly a money play, but also keeping their vehicles in good working order helps with a lot of metrics like resell value, longevity, etc that car buyers look at. i think toyota is the largest buyer of used toyotas.