Freeway Mazda says it is the home of the free lifetime oil change. I don't actually have my CX5 yet so I don't know all the details. I'm certainly going to inquire.
Hardest thing about DIY is disposing of the used oil; it used to be easy to drop off somewhere, but the number of places that accept it around here are limited. I try to DIY when I have the time which is usually never!