Don't know for sure at SCI, but I heard it was around $100.00 (I'll find out exactly how much in a couple weeks at our "Tech Talk" on March 7th). That seems fair, considering that a 'normal' 3K mile oil and filter change on my Jeep would run about $30 or more. Looks like it all averages out to me.
But the difference in prices could be, in part, the difference in Labor Rates in not only different areas, but different dealerships. Ownership sets the Labor Rates, NOT smartUSA. You can't pay a tech in Los Angeles the same wages as one in Bumfut Egypt, Kansas. It's call a difference in 'cost of living'.
For instance, the Walmart that's closest to me is cheaper on most items than the one that's close to where I work, about 25 miles away. Walmart is Walmart, but their pricing isn't always the same.
Also, make sure you're comparing apples to apples. Some smart centers 'may' be doing more than others. Check your maintenance manual and ask how much for 'those services only' at 10K miles.