My own experience with TruGreen has been very good. I contacted them after seeing the huge difference they made in my next-door neighbor's lawn. I've been a customer for three years, previous to this I found it very difficult to get even a crappy lawn to grow, but now my lawn is full and healthy and fantastic. I get the basic service, they come about one time per month between late March - early November.
Don't expect instant miracles. The first year the improvement is noticeable, but if your lawn is like mine was, it took until the second year to get to where it is now.
Bottom Line: Yes, I would recommend this to a friend