As I see it, it is basically an overpriced charge for changing the air filters. My suggestion is to change the
cabin and
engine air filters - it takes all of 20 minutes if you take your time. Save your reciepts and schedule your 30K service as "Oil, tire rotation and inspection". Let them know you changed the air filters and only want what Toyota requires. Look around as you can often get a coupon for "Oil change and 20 point inspection" that covers all the 15K and 30K inspections require.
As to the eCVT, the manual says the fluid is a "lifetime" fluid. However, Prius owners that have changed it at 60K and done an oil analysis suggest changing it no later than 60K, perhaps even at 50K.
Another issue I've not seen mentioned is the brake fluid. I plan on having the brake fluid flushed at 30K. Brake fluid absorbs mosture right out of the air, and after a while will rust your brake lines and calipers.