Best Buy was recently caught charging a significant amount of cash for simple firmware updates. Speaking to Industry Gamers, they don't seem at all too unapologetic for their misleading ads.
Firmware updates are quite simple to execute and even the PS3 manual shows users how to do it with finesse. Yet Best Buy is offering the service of updating customers' PS3s with the latest firmware, hooking up the internet and setting the PS3 up in general to those who don't know how to for a service charge of $30. It's been part of the Geek Squad's "in-store and at home gaming set-up and customization services" that have been running for two years now.
$30, that seems like a lot to charge for something so simple.
Source: Industry Gamers