I agree, detailed chain cleaning is way overrated. I also (this is a little controversial) don't replace chains during the life of the rear cog; I always change them out together. I currently have ~10,000 miles on my current pair. I've found that if I use all of the gears back there instead of sticking to a "favorite" gear it lasts longer.

Edit: I believe your LBS is correct and it's best to stick to the masterlink.