As has been said there was a change in BMW policy (from the 1st of March 2006 actually) when the labour cost of the first service was not included in the price of the bike (although some dealers sem to bury it in the deal).
The first service actually takes quite a bit of labour time as it involves torquing down the heads and stuff (common on twin cylinder machines) hence some of the costs that are being mentioned in this thread.
The best thing to do is make sure you clarify the position and costs when doing the deal.
Just had my 600 mile done this week. Rocker covers off, heads re-torqued and valve clearances done as well as oil change etc. Whole job took about 3 hours and I only paid for the oil and filter, 33 quid.
In fairness, our dealers up here dont really discount machines, maybe that has something to do with the difference in prices for the service.
ALL I NEED NOW IS MA FEKKIN LUGGAGE TO TURN UP AND ILL BE A HAPPY BUNNY. WOOOOOHOOOO!