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Electronics retailers are always looking for stuff the consumer can do to do for them (and charge for).  They'll charge to sit a TV on a stand, update your windows drivers, etc. etc.

So I'm not really surprised, although I always find this stuff missleading for the consumer who is led to believe something that's actually easy - connect PS3 to WiFi, select update and then install - as something they should pay an 'expert' to do.

Best Buy tend to do this more than most in my experience but no doubt others will too.

Try to be reasonable... its easier than you think...