pdating a console is not needed as it will do it automatically when the user tries to game online or use the online functionality.
Sony also updates very frequently, if it was really such a complex process that you would need to pay someone $30 to do then you will have novice users spending $5000 a year just to keep their console up to date
It is like getting satellite tv and the store where you registered at wants to charge you to $30 to update the box, (even though the satellite box updates by it's self multiple times a day (mainly to cycle through the encryption to prevent people from using hacked boxes, before services like direct tv would update every month, now they do it 8-10 times a day)
If you best buy was acting as a seller for direct tv service, and they tricked you into spending $30 to update the box, (meaning they turn it on for a few seconds then turn it off, then when you get home, little do you know, the box is updating it's self automatically multiple times a day with out you even knowing.
updating a console is extremely easy, if you cant figure it out then you wouldn't even know how to connect it to a TV and don't even think about trying to use the controller or *gasp* try to play a game where you are doing hundreds of button presses
Best buy is basically charging the user money for a basically automated process that the user will have to undergo by them self within a few days of owning the console. They literally gain nothing from the $30 spent and thus it is a scam.