I used to work for VIOC and we would not sell shit that wasn't needed...they don't make commission off what they sell, so they really don't give a shit if they sell anything or not.
Now when I worked at Sears autocenter, where they have sales people and techs making commission, that's where the bullshitting comes in. People who sell shit that wasn't needed, at least at Valvoline you are right there in the car, and people show you what the filter/oil/whatever looks like, and tell you that hey, based on your mileage, the manufacturer recommends a change.
When it comes to basic shit like oil changes, I'd rather go to Valvoline than a dealer for many reasons. If it's a car that I actually give a shit about, I'll just do it myself.