Do most of you take your wheels in to a shop or is this a simple procedure?

I remember when i was a kid my dad would always straighten our wheels ubt then it was 10 year olds on 20 inch bikes that cost $100.

Now i'm riding a $1000 road bike so i presume it may not be so easy, that is, back then i would have had a little different tollereance to a perfectly trued wheel.