Most good companies carry different quality parts. If someone can't afford to fix there door with the parts that will last long term, they will use standard parts that the door comes with. These can fail within 5 years. Better question is, how do you own a house, but can't afford $963 repair. A new HVAC can cost $10K. I wouldn't expect anyone to come to my house for less than $200. If I wasn't paying over $500 I would be questioning the quality of the repair and the credentials of the technician.
I'm not a professional, but I watched as my garage doors were serviced last year. The tech used a spray lubricant (I had bought a different brand in the garage door section of a home improvement store). He sprayed the inside of the entire track, top and bottom, the rollers that ride along the track, and all hinges on the door. He sprayed each hinge twice -- once on each side. The techs were more generous with the lubricant than I was when I'd done it before, so don't be afraid to give it a good squirt.