35k mile service

welcome and well done!
just follow your included toyota maintenance schedule. no need to further line dealers pockets with your hard earned money.
they are not necessary at all. brake fluid has a time or miles schedule, follow the shorter.

cooling fan is unnecessary unless you carry shedding pets or the like. keep your eye on the intake grille and filter for a clue.
if you're going tokeep the car for many hundreds of thousands of miles, many here will recommend a tranny fluid change every 50k or so. toyota calls it lifetime, which is around 150k.

 

Service writers working on their weekly/monthly bonus checks. Find a qualified independent Prius shop.

 

That seriously was the gist of their language, that you need these things doing? Neither item is in the US maintenance schedule, both have their merits, but they are elective.

That aside: both dollar amounts are about double a reasonable charge.

Maybe tell them you'll consider it, but would like to confirm both the necessity and cost of both, with Toyota USA. That might carry some weight, but I'm beginning to wonder...

FWIW: Toyota Canada recommends tri-yearly or 48K km (30K mile) brake fluid changes. I've done ours (3rd gen, similar) a couple of times now, using the proscribed non-Techstream brake bleed instruction in the Repair Manual, coupled with multi-watches of @NutzAboutBolts video.

The actual procedure took an hour at most, and I used two pint bottles of Toyota DOT3 fluid (about $8 per bottle. My wife helped, pushing the brake pedal. It took maybe one more hour, for raising/lowering the car and removing/installing wheels.

I've also cleaned the hybrid battery fan on ours, twice I think. It takes about an hour, tops.

 

They stopped short of telling you that you need to hand them your wallet. Always a good idea to find a good reputable shop after the warranty ends that can do work on your car for less than what the stealership charges.