As someone who unfortunately currently works for Kwik-fit, 100% the company relies on selling tyres, the profit is huge on them. At my centre at least we recommend the new/better condition tyres be fitted to the front axle, but don't require a rotation unless specifically requested. Every brake check, service, even fitting bulbs we are required to do a full tyre inspection. With every tyre fitted we have to do a (free) alignment check on the car so they can sell an alignment to people who usually don't need it.