Mine only cost around $50 but I brought my own oil (Mobil1 EP) so if I'd used their oil it would have been around $85-$100. All they really did was change the oil, rotate tires,do the multi-point inspection, and a state inspection. I can't tell if they did the Ford 10k checklist or not but I told them to. I had only 4k miles on the car but it was 1 year old so I was following the letter of the schedule: 10k miles but no more than 1 year.
I do think it's important to follow the maintenance schedule to preserve your warranty.