As for any scams, I am definitely new to this arena and need to be careful about avoiding misinformation. In regards to unecessary service, I have to question that statement. Are you refferring to something other than normal annual service or whatever service interval the manufacturer recommends? I was reading a thread earlier about servicing your own reg's.
Service intervals are really difficult to nail down.
The manufacturer's specified service interval is driven partly by liability concerns (your safety) and partly by profit. Depending on usage, care and storage, as well as regulator design, some regulators can go significantly past their recommended service interval, while others should have been serviced at half that interval or less. Rental regs can need service in way less than 6 months, depending on use and care. Following the manufacturer's guidelines might waste money or save you trouble, and it's really hard to tell over the internet which it would be. If you're new, I'd recommend follwoing the manufacturer's guidelines at least until you have a solid understanding of why you might (or might not) want to.
I am not necessarily buying into any BS but I do consider a reg setup to be a piece of equipment that supports me under water.
Your regulator is important, but has little to do with keeping you alive. That's what your brain and training is for. In fact, back at the dawn of time, SCUBA divers were taught to breathe directly off a tank, with no regulator (as a skill, not a regular practice), and "running out of air" was a regularly used method of ending a dive. I'm not recommending any of this, but the "life support" aspect is pounded hard as a way to sell equipment.
The funny part is that I'm all about high quality equipment, I just don't beleive any of it is life support on an OW dive.
On an overhead dive, it might be, but only if you manage to have multiple failures at the same time you manage to lose your buddy, during the wrong part of the dive.
The thing that will give you the biggest margin of safety during a dive is good training, clear thinking and good judgement.
flots.