A lot of the dealers use BG Products. You might find an independent shop in your area that will do it for less. I had mine done a couple years back, but don't remember how much it was (at an independent)...didn't really notice any difference in driveability. I have used their 44K product many times. Also have used Techron cleaner too. I use one of those two every time I change the oil.

http://www.bgfindashop.com/locator/index.php

Wheeling a Stepside Tacoma on 37s
Exploring in a T4R Ltd V8