Toyota Maintenance at Dealership?

[Astroman]

If you get your own oil & filter (would recommend sparks-they're a sponsor here) it shouldn't be that bad at the dealer. If I bring just my own oil (full synthetic, gave me better mileage and power), they charge me $19.95, plus they lube everything under there, but no tire rotation. Don't know if this is BS, but the salesguy told me that the little stamp they put in your service booklet can add value to the resale. (Buyer confidence that the car was well maintained I suppose.) My 15,000 mile service is coming up and I will probably provide my own oil again since they are going to have to do some other stuff to the car anyway. Oh, does anyone know if there would be any benefit to using the TRD filter over the standard toyota filter? I want to keep using Toyota filters due to the anti-drainback feature that helps reduce engine wear on startup.