I wouldn't call it a scam, you can seriously screw stuff up in the service menu. It's not like it has a one button reset feature. Of course, it's not as severe as say the service menu on some of the older CRT units where you could quickly burn up a tube if you did the wrong thing. But the risk is there to damage the unit.
It's really 2 things which keep it out of the public eye.
1) Liablity, why would a manufacturer want the liablity of repairing units which were damaged by a novice?
2) Calibrator's wallets. Guys, keeping this info a secret helps these guys make thier money. I personally have no problem with that, as without people trained to properly calibrate the sets, there would be no resource for those who really want the best picture.
It's really not as simple as just dialing in the settings from another calibrated unit. A good ISF certified guru will know how to not only achieve the best theoretical picture, but also the best picture in your viewing enviroment and how to compensate for source differences, etc.
I'd personally love to access the service menus, since there are a few areas on the set which could be improved that way. But to have someone just post the codes and thier calibration settings is not the same as a professional calibration, and someone, probably several people, will damage thier sets with that information.