Often, the dealers are using "set up fees" to offset some of the discount they are giving on the sale of the item or implement itself. They know that people will talk on line and in person about their "price they paid" for something and knocking down the price of the item and then padding the deal back up with a "Set up fee" is partially a way to give the appearance of having sold it at a larger discount. Bottom line, its left pocket verses right pocket of your money to a large degree.
I have seen quotes where there was a $50 set up charge on the IMatch hitch, a $100 set up fee on the rear box blade and a $150 set up fee on the 60" rear core aerator. All of those items require absolutely NO set up or technicians time to justify the set up fee. Many of the implements come fully assembled and strapped to a pallet. The dealer's extent for getting it ready for delivery is to cut the banding straps releasing it from the pallet.
There is some shop technician time to perform the set up on the MMM and many who buy the tractor simply want to get on it and go when they receive it. If you have tools, patience, can follow directions and have the physical ability to work on the floor / driveway, you can do this yourself. On the flip side, if you don't own tools, or lack any of the requirements in the last sentence or simply don't want to bother with it, negotiate the set up fee with the dealer. After all, everything is negotiable. Just keep an eye on the bottom line as the set up fee is just a means to restore profitability to the deal when actual technician labor isn't required on an item for which a set up fee is charged.
Post Script - Flames on the hood of your tractor will put you in the "cool kid" category and it's reported to make the MMM set up easier. :good2: