Quite agree, I had a minor issue with holed sump from concrete debris on the road, explained that the oil was now more out than in, and they sent a van whose driver said 'yes it is' and then called for a truck.
When I emailed them after they said that some people thought they knew more than the actually did, and, something about the recovery operators being sub contractors and wanting confirmation that recovery was actually equired. As my last recovery was about 500 miles each way I suppose it does't come cheap.
I have noticed they seem to offer a lot more 'on the road' repairs now, replacement windscrees, batteries etc, not sure if this is a good service or just good business. Not sure how good the price is on a battery replacement but makes good sense to flog a new one and not pay a contractor for a long recovery, cost passed on to the driver of course.