I work in a shop (and have worked in others) and will tell you it is almost completely dependent on shop policy. One shop I worked for had a policy where we had a 10% window to negotiate should the bargaining get tight. They only included one free tune up with the bike and a fitting wasn't really included other than the quick seat adjustment unless the bike was $1500 or more. The shop I currently work for doesn't discount the bikes at all nor do we throw anything in for a bike purchase but tuneups are free for life and a full fit is included with EVERY bike. I think the latter is a better deal in the long run and really shows a shop's dedication towards helping the customer find the right bike. Also you have to consider that mark up on bikes is not much and once you consider that you pay a mechanic or builder about 2 hour's wage to build it and check it over and get a check up before it leaves, not to mention the freight costs of bringing it in, you have spent a significant amount of money on the bike as it is.
~Nick