I paid for my first service, but that's hardly surprising since I service the bike at a different place than when I bought it.
It's worth paying for quality work, and since these beasts really deserve fully synthetic oil etc that costs a minor fortune the added work cost isn't going to break the bank.
But of course, if a first service was promised and reneged on, I would also go elsewhere. If just assuming it was free and it wasn't, then it gets iffy (but clearly says you were promised a free first service so to hell with that shop.)