I sometimes catch shit for taking my cars to the dealership, simply because the dealership often costs more than local shops.
The reason I pay more is because I'm able to sit in a nice, large, open lobby. Drink free coffee. Sit in large, comfortable, leather seats. And, if I want to at this dealership, go play some xbox 360 on a flat screen. They typically have more bays than your average shop, and more service writers to go with them. This means I get in and out pretty fast.
I pay more, and I'm ok with that. It's not breaking my bank. At the same time it's more convenient, and I'm more comfortable while I wait for my car.