An RV dealer in our area has started a similar program. The catch is you have to "do the recommended maintenance outlined in the Forever Warranty agreement".
I once bought a vehicle from an auto dealer that offered something similar on the engine and drive train. I had to have them (or a certified Ford dealer if I lived more than 60 miles from one of their dealerships) do ALL the maintenance! If I changed my own oil or had anyone else do it, the agreement was void. They make their money off the maintenance they require you to do.