I think it's worth it if they use accurate measurement equipment to dial in the best seat-to-seat uniformity of the sound field and set levels of each channel.
But if they aren't driven by measurements, I wouldn't want their service. Setting up by ear is trivial.
I am looking for an expert who can get the right measurements for everything when providing the services. That is my major concern because I don't want a situation where I spend a lot of money on this service and end up not getting what I wanted at the end of the day. Do you have anyone that you've used in the past?