I paid £180 for the 4th longlife service on my GTI last month.
Rule 1: NEVER accept the first quote
Rule 2: Call a lot of dealers and get quotes, they don't have to be close either, your local dealer SHOULD match any quote from other main dealers. They always have with me.
My first quote was about £300, then I got them down to £200 and when I actually came to pay, they said "did you get a quote?". "Yes I did, it was somewhere under £200"
Mind you, when I got my BMW serviced a few months ago, the first quote was £433
I actually got the same garage down to £250