I live in the North-West, and for my first service I contacted my nearest Honda dealership.
They too, wanted £40 for the map update, so I also declined.
I then contacted my second nearest Honda dealership, who said they would update the map free of charge, but I would need to leave the car with them for a minimum of half a day.
So they have got servicing of my vehicle, on my five year plan, with that bit of goodwill.
If you don’t ask, you don’t get!