Figure in the fact that a swamp cooler and an AC are doing two totally different jobs. Your AC pulls heat out of the air and dumps it outside, which is why that tune up costs so much, all those coils and freon lines and the compressor. A swamp cooler just adds water to the air and lets evaporation do the work, so there is almost nothing to tune. The "service" is basically swapping a pad and cleaning out the water tray. That is why it's 60 bucks. It's not that the cheap service is secretly great, it's that you're paying for way less stuff. Where this matters is the climate. Swamp coolers only work when the air is dry. If you live somewhere with humidity, that thing is just a fan that makes your house damp. So yeah, the 60 dollar service wins in a dry area, but a lot of people are gonna get burned trying this somewhere muggy.