I have never let anyone wash any of my cars for the last 12+ years (apart from twice). I would rather they were dirty than take it anywhere that sold its services on price.
I get great satisfaction from doing it myself, when I want it, using the level of products I'm happy with. I agree with another poster - it doesn't take long provided you buy a good quality product.
I use Kenotek Wheel Cleaner Ultra, have done for 2 years, great stuff - effective, safe, economical, and good to watch working.