I have 50k on my 09, and bought it at Atamian, where I had all the "free" service done. They always used the right oil, and did a good job. Cost for oil change at dealer is $75.
I just had done this week an oil change at KHM motors in Chelmsford. Very nice guy Keith is, took his time, removed a mouse nest, taped up some wires. Checked car over, took his time, did oil and filter change for $72.00. He used another brand of oil, but I made sure it was VW spec. 507.
Bottom line, if its "free" I would use Atamian, if you want to pay someone, I would use KHM. He is a true diesel guy who seems to know his stuff, and will take the time to talk to you, and let you watch if you want. I will go back to KHM for all my repairs.
Thanks, Gary