Yes, I could go to Sears to have my tires rotated. I need to make an appointment several days in advance. Between the drive back and forth and the wait times, it would only take 2-3 hours. Or I could pay my dealer $30 to do it along with other routine service. I believe rotation is supposed to be done roughly every 10k miles. For my cars I average 80-100k on my tires. So if I paid I would need to pay around $240 for rotations. Or I could make 8 visits to Sears and spend 20 hours of my own time waiting. With two cars and a truck, I will be visiting Sears a lot.
With modern tires, there is no cross rotation. Tires are switched between the front and the back positions. So all those rotations mean the tires spend half the time in exactly the same position. How is it this adds to tire life? Why does this work better than keeping a set of tires on the rear for half their life and then rotated to the front for the second half?