and as far as goodwill goes, the dealers goodwill based on several factors. if the car was purchased at that dealer, if the customer is a good customer (spends money on services, buys several cars, etc....), if the car just got out of warranty, and last but not least stuff is goodwilled if the customer raises enough hell (basically whines and cries IMO). sorry to say that but i have seen it.
We are only human, so we are allow human reaction, but looking at the issue from MBUSA perspective, I'd say it is the dealer who screw up by not convincing the customer to do the service when it was due.
Did the Service Adviser cry, or raised the hell when customer refused?