My 2008 F-250 with the 6.4L Power Stroke took 15 quarts of HDEO 15w-40. $170 for an oil change at the dealer, and that was back in 2008 - 2010. Every other oil change it would need the two fuel filters changed out. That was another $190 (P&L) on top of the $170. Once my 50K mile warranty was up, I was more than happy to be doing the services myself.
I don't think $110 is unreasonable for a retail price. Can you DIY for cheaper? Of course. Can you go somewhere else for 10% or 20% less? Maybe, it depends on where you live. Is a Jiffy Lube service worth $110? No, probably not, IMO. I don't see the value in having a JL do the service for $110, unless it is literally one of your only options.