Update:
After some discussions with the dealer I managed to get some small concessions, so as I was getting the 96E1 update done anyway I went ahead with Audi. I have to consider the time cost of taking the car to a second service centre too. When I mentioned the "Price match" promotion, as advertised on the Audi UK website, they only seemed to recognise the price match on tyres. I had the pollen filter fitted at the same time as that too was due within a couple of months. 1 hours labour was charged at £169 plus VAT, total bill £404.40.
The staff were friendly, the car was clean upon return and they send a 2 minute video during the service of the tech talking through the components on the underside of the car (more informative than you would think). You also get the usual check list of items done during service. Overall they seem to do a good job but I would try to haggle the labour charge and definitely supply your own oil - I was charged a quite astonishing £142.80 for that liquid gold!