This is spot on. I've had no luck with service departments on this front either.
Front brake service called for in ~1300 mls for me. So last time I'm in they want to address that.
SA: "Did you want to take care of the brake service today?"
Me: "I have a front Stoptech big brake kit. Rotors and pads are good."
SA: "Ok, I don't know how we can just disregard the recommended service."
Me: "They're no longer original BMW brakes. It's an aftermarket kit."
SA: "I see. Your brake service light will be coming on soon."
Me: "So disable it?"
SA: Shocked stare. "Ooh. I don't think we can do that."
Me: "Ok. I'll drive around with the light on then."