The "gimmick" they are selling is useful to people that are not DIY on computer stuff. See here:
Most people will either opt to do buy the service rater than risk any problems with the computer or leave it as is.
I just bought a new desktop computer from Best Buy. Just as an FYI it is an HP Pavillion running Vista Home Premium 64 bit. Best buy offers to have their "Geek Squad" "Optimize" your computer for 60 plus bucks.
Just what does the Geeek Squad at Best Buy do to "optimize" my computer to make it run faster for upwards of 60 bucks and can I do these things myself?
Are these things that I can do myself and if so how?
If I am buying a brand new item from a store and it is not working at its best when it is sold to me I question the ethics of paying more to make that product work better for extra money.
It is sort of like buying a brand new car and they will give it a tune up after you buy it for extra money, I expect it to not need a tune up the second I drive it off the lot.