The service manager at the dealer wanted to sell me "brake maintenance" about the second or third time I took my PF for and oil change, 20 or 30k km mark. I asked him what would I get out of that and he said that my brakes would be covered up to the 3year/60k km mark if I serviced them. I did the math and the cost of service was less than the cost of pads and rotors and already knowing that the rear ones wore fast, I went for it.
They tried to hide that I needed new brakes on more than one visit, the tech would write "new brakes needed" (as every dealer does even if you don't need them) and someone would crossed it out with a sharpie (but still legible). At the end, they got replaced for free.