She told me she was a long time customer and bought all her machines and embroidery supplies at the shop. She bought the new Brother Luminaire when it came out and a ten needle embroidery machine last year. I thought to myself, self if I was that good a customer to this store I'd want a free set up!

And if I was your inner voice, I would be saying 'darn right!!!' I sometimes wonder if the vendors/store owners see me and think $$$ coming!!

I wonder what the dealer's cost on the longarm is? If there isn't much margin (IOW, if the manufacturer charges the dealer close to retail price), I could understand charging for setup.

I was charged for mine. I could have bought manufacturer-direct or from the dealer for the exact same price. I bought from the dealer so I could have them set it up, and did pay somewhere between $250 and $500 for that. The dealer also delivered the LA, and provided several hours of training for that cost.

When I was setting up new Handi Quilters, the set-up and one in-home training was included in the price. But if someone needed their machine moved and set up at a different location, the fee was $400.

Long Arm University lists used longarm setups for sale. I bought my Q'nique from a seller on that list.

I did that because I did not want to invest heavily when I was not sure I would like longarming my quilts. I got a very nice setup that ran well (she sent me a video) for around $3000. I had to travel a ways to get it but that was a fun road trip with my daughter.

I will probably upgrade at some point but I have had this machine for several years and it has, knock on wood, been a dependable, low cost machine that let me get oriented in longarming. No regrets....and even if it had not gone well, I had not invested a small fortune and could afford the loss.

long Arm setup
 

I bought an Amara 20' HQ long arm and the setup was extra and I paid it. They were in my house for around 5 hours. Frame, level the frame, set up machine by connecting all the cords, etc., light bar set up. Then came the teaching time, how to thread, clean and oil bobbin area. Understanding the screen and how to navigate through the programs. Last of all how to pin the quilt parts to the leaders. My head was spinning before they left that afternoon. That was in 2020.