The new owner of the shop I've done business with for the last twelve years charged me $55 in January for an oil (Castrol GTX 5W-30) and filter (NAPA) change for my 2007 Impala. Told myself I'd never go back, but he does "soft" state inspections or at any rate has never "upsold" me.
I asked him today after another uneventful inspection if he would take $10 to change my oil ($13 Castrol GTX 10W-30 gallon) and filter ($6.49 Purolator Pure One). He wanted $20 but settled for $15. Not too bad, and he's close to my house.
Also, with the future in mind, I saw the ad today at Advance Auto Parts for five quarts of Valvoline dino and a Purolator Classic filter for $16.99.