The days of the traditional "oil, lube and filter" are gone. There are a number of reasons for this.
First, not many vehicles need to be "lubed" anymore. Second, the service has evolved to include tire rotation (often advertised as "free") and a multi-point vehicle safety check.
And third, the price of the service has risen steadily. Since 2007, the advertised price of an oil change has risen 27.5%, according to the 2013 Modern Tire Dealer Facts Issue.
Advertised oil change pricing in the U.S.
2012: $21.65. 2011: $20.55.
2010: $20.16. 2009: $19.83.
2008: $18.99. 2007: $16.98.
Those prices, of course, are the advertised prices. The average oil/lubrication job ticket is $37.51.
For more information about automotive services such as oil changes, courtesy of the Facts Issue, check out these links:
"MTD Facts Issue: sizes that matter."