Free oil changes for the duration of the 100k mile warranty would be a good marketing strategy for Kia.
-If done every 5k miles it's only 20 changes.
-It could possibly save them money by ensuring proper maintenance is being done on the engine. Less repair work due to proper maintenance should easily recoup the money lost from oil changes.
-It would probably cost them under $25 per change (dino oil) which would only be $500 for the life of the warranty.
-Surely once word got out more people would buy based on warranty/free maintenance alone.
As much as I hate my local Kia service department I'd give the headphones back in a heartbeat for free oil changes.