I clean my own machine too. I don't actually trust sewing machine "repair" people in this day and age to know what they're doing. Is that bad? I once had my machine in for 'cleaning' and they obviously didn't even open the machine up because I did so when I got the machine back and the giant dust bunny was still there.
The mechanics of the sewing machine are for the most part, separate from the electronics. I open the covers, have my husband blow out the assembly with his air compressor, and I oil areas, based on what people on forums (a lot of whom are competent repair people) tell me to do. Even when the user manual says you only oil certain areas, other areas need to be oiled as well. The manufacturers are just saving that oiling for their dealerships.
Anybody can clean and oil their own machine. You just have to be brave and have confidence! Voiding of warranties is a different story, of course. Maybe this is why I'll never buy a new machine again ;-).