Lifetime tuneups may be worth a premium price. Me, I would go for a low price and do my own tuneups. You would have to get some tools, or figure out if you have them already.

On its face a $40 price-drop on last year's frame is not so great, but USD has dropped in value, what does a '10 cost?

I personally wouldn't buy Sora. I think for every price-point diminution, you are giving up something. It might be weight, it might be durability. Or both. " Lifetime free" tuneups are fine, except when the LBS tells you your components are worn past free adjustments and need to be replaced. These are not going to be free. I'd go for 105 or Ultegra.