this light goes off in my 2006 limited Avalon- owners manual says it is indication for an oil change (seems like the light should say "oil change" rather than service required, but anyway:loco: )

...anyone have any luck turning this thing off without taking it to a dealer?

1) Set key or start button to IGNITION-ON position and make sure that the LCD display below the speedometer is displaying the odometer, not trip mileage.
2) Turn Ignition OFF. While pushing and holding the “TRIP” meter reset button IN, set key or start button to the IGNITION-ON position. The LCD display will change to a series of dashes.
3) Continue to hold the TRIP meter reset button in for at least five seconds, or until the LCD display returns to the odometer reading. Now release the trip meter reset button.

At the next restart, the "maintenance required" indicator should be out. It will come back on again in ~4500 miles.