Talking about my former Disco II here, when I would go in every 11k and be told I needed pads and rotors, I didn't just take the guy's word for it. I called BS and told him I wanted to see for myself. I went back to the service bay and had the tech mike them for me while I watched, and indeed they were worn. Rapid brake wear is a common issue with Discos, and over a span of time, with trial and error and the input of many different drivers shared on forums, it came to be known that the issue was a mismatch of the rotors and pads, and that the "genuine" pads were eating through the case hardening of the "genuine" rotors.
For those who don't know what case hardening is, it is a process of heating a metal part until it nears the point where it will soften, and then quenching it in oil or some other fluid. The result is that the outer skin of the part will be hardened while the inside is not. The benefit is that the hardened outer skin is less susceptible to wear, but the entire part still remains ductile and not brittle, as it would be if it were hardened all the way through.
The trial and error reporting process revealed that certain combinations of aftermarket rotors and pads would yield good performance, providing a better balance of stopping power, lifespan, and noise than stock parts. When I sold my Disco it had Brembo rotors and Ferodo pads which were still going strong at 22k miles - twice the lifespan of genuine, and that's with the same driver and driving habits. That certainly contradicts the statement made prior that premature brake wear is an issue of driving style, "period."
As time passes and more LR4s get wheeled by intrepid off-roaders who do their own wrenching, a good combination of aftermarket brake components will be established and the problem will be solved.
It amazes me that anyone could believe that the LR dealership doesn't make a profit on pad/rotor replacement, especially considering that they charge almost twice as much for the job as an independent shop.