The dealer was quoting me around $75 for the throttle body service.For cleaning the fuel system and especially the injectors I think that Techron is considered about the best so it's probably what the dealer might use.
As far as the throttle body, I don't know how to tell how necessary it is. I might guess that the environment the engine is run in might be a factor. I think when there is enough build up around the butterfly flap valve to affect it's operation the cleaning is a good thing.