For someone who calls with the idea of comparing our service department to the one at the dealer, the fact that our oil service includes a thorough check is often irrelevant, because it's not understood. The caller was seeking to make a comparison, and if our number is bigger, we seem more expensive and that may end the exploratory call then and there.
In that case, we do what's appropriate. That's also what we do when someone says "change the oil and look the car over for the season." Before beginning, we explain what we will be checking, and roughly how long it will take and how much that will cost. Time varies by car and condition, and we've careful to explain that this is "much more than just an oil change," the basic unit we build upon.
On a modern car that is driven daily an oil change and thorough check over might take 1-2 hours in total. On a collector car the time needed for though inspection will be longer, and older cars usually have more points for lubrication. Older cars are also more likely to have adjustment needs where those jobs are done by computer on newer models.
The tasks of auto service continue to change and evolve, but at some level the oil change remains the same. It will probably continue to be the basic unit of car service until electric cars render that task obsolete, except on collector cars, aged cars, and commercial vehicles. I will probably be retired when that happens but the next generation will confront a new set of challenges as maintenance of transport machinery never goes away; it just evolves.
When dealing with a car that provides day to day transportation I believe it's cheaper to head off a breakdown with preventative maintenance. I'd rather have my car looked over for potential problems by someone I can trust to be competent and truthful. I'm happy to pay the extra time a look-over takes. Other people don't share that particular point of view, and they want their oil changed and nothing more. For them, a basic no frills oil change is the ticket, and when their car breaks down, we can offer an inspection.