I have to say, for $50, a rotate and oil change isn't bad for my area. You get the extra "we looked at it" even if they didn't which covers you even if they didn't lubricate the door handles
Severe means severe though --- It means "stuck in traffic every day" or running the indy block lights
Below Zero, above 90, dusty areas . . . etc.
Overall though, I do agree with Tripp that tranny fluid should be on there. As for brake fluid, that's an easy one and they can hit it every time: inspect fluid level/check pedal travel. Fluid that needs changing is evident to someone that pulls those cars into the bay every day and has a variety of feeling; hard or spongy and you know you've got a change coming on.
What worries me is that Mazda (not sure if it's corporate or just dealers) seem to be "flush" happy. Honda was vehement that you NEVER flush and even auto trannies were drain/fill/run through the gears a few times 3x . . . which makes sense if you think about it. If the system is engineered correctly and it's a closed system (you're not getting crap in or the mechanicals aren't deteriorating) then why throw detergents in?
My experience across mostly GM then Honda products (now the 6!) is that a bottle of techron largely will cure what ails the gas system. It's mild enough to not screw anything up, costs about $7, and is an awesome "first step" to problems caused by dirty gas etc.
Hey Tripp, did you find a good (cheap) place to pick up filters? Nothing aftermarket fits (except the K&N intake filter-- their cabin filter WON'T fit) it's $35+ship for the pair from most dealerships.