That's great, but the issue here is how Best Buy is going about it. They aren't just providing a service. The image that was posed looked like it was made with the intent of ripping people off.
The customer you had clearly KNEW that he could install updates by himself. You think any parent buying the PS3 for their child for this holiday season is going to know these things? They are going to see signs like that and think, "Oh I should probably get it updated while I'm here anyway!".
Other than that, if someone wants to pay for free software to be installed, so be it. Just don't trick people into it. It should be clearly noted that the Firmware update is free itself. Or, if the customer asks how to install it themselves they should be provided the information.