Yep, they want our money. I have a Janome 4900 which is well out of warranty. The original manual actually said it had to be 'serviced by a licensed technician' every 12 months. It did not specify if I used it 8 hours a day every day or once in a blue moon.
I bought a digital copy of the service manual for a whopping $6.99 US a couple of years ago. DH helps me take the carcass apart and then I remove any lint that I can see and we just follow the manual as far as oiling is concerned. I will not mess with the computer components or the timing, but doing my own general upkeep is better than spending $100+ for someone else to oil my machine.