What freakin' rip-off!! I like that slogan of theirs though, "Go ahead. Use us." I don't think they'd get anyone to go for it otherwise. I thought my PS3 came practically out-of-the-box ready. I just plugged it in and it started going. I just had to tell it how to connect to my wireless. I guess all the technophobes that want PS3s would need this, but for $129!?!!?! That's extortion!
Back to when I was working at the Computer Store at my campus, we did offer a $49 software installation service but actually discouraged most people from using it. We'd say "All we do is stick the disc in, click next a few times, enter the key, and click Done and let the installation run its course." People left happier knowing that they knew how to do it themselves and didn't have to waste $49 on something that took less than 10 minutes.