My wife's Scion came with 5 free changes (at any Toyota dealer). I used them with no concerns.
Drove up, guy walks to my car, tell him I am here for my free oil change, he gets my name and car info, I sign his tablet, I get out of the car and walk inside. Look at the new cars inside. Look at their parts counter (man Toyota sells a lot of knick-knacks), watch a little TV (Usually Maury was on when I was there, YOU ARE NOT THE FATHER!). 20-30 minutes later, the call my name, I sign for the car and they bring it out for me. In the 5 changes I had done there, no hand prints anywhere, floor liners were used, oil was full and filter changed with no leaks. No up-sale attempted. Only thing I did not like is they did not vacuum it or run it through their automatic car wash for free, that was apparently only for paying customers.
When I bought my Elantra in 2004, they were going to give me 4 free oil changes, I asked for 4 filters instead. Sales guy looked at me awkward and said hold on a second. Walked out then came back with 5 OEM Hyundai filters.