Best Buy charges $30 for "free" PS3 firmware upgrade

So best Buy is charging a $30 (or $29.97 to be precise) surcharge for selling PS3 consoles with upgraded firmware. Is this just good business or a total rip off?

Basically, this service involves hooking the console to the internet and then pressing a few buttons. No screwdrivers or installer discs or complex spells involved. Best Buy defends its pricing and goes on to say that "the service goes beyond a firmware updates, and includes user account setup, parental control setup and other components."

Personally, I don't think we should get all wound up about this. Sure, $30 is a lot of dough, but there are always people who are too lazy or have money to burn or who probably couldn't do the update for themselves, and this "service" caters for those individuals. I'm more likely to get worked up at companies trying to upsell $50 HDMI cables by claiming that they are better than $5 cables. This charge is an optional charge, and as long as there are standard, unmodified PS3s available, I don't see a problem.

That said, it's still an over-the-top price for sure.

Thoughts?