I've had calls from people asking about a service upgrade because of dimming lights. As a job that pays enough, I usually offer a free visit to the house to price the work. Every service is different; to me, it's impossible to price a service upgrade without seeing the house and existing service.
After explaining the possible causes and possible cures, I tell them I will certainly price the work if it's necessary, but I'd like to see the dimming with my own eyes. More often than not, when we start the AC or heat, the dimming is so minimal, I tell them it's normal, and it would be a total waste of money.
A small amount of dimming is unavoidable. Sure, I like making money, but like an ethical doctor, I don't take advantage of people and tell them they need work they really don't need. I usually get more in trust, referrals, and future work than one unnecessary job would bring.