We have been burning wood for over 25 years now so here are my observations:
Annual cleaning and inspection are a good thing, although I always get a second opinion before I spend additional $$$ beyond the cleaning. Looking for safety vs. upsell.
I was having my back wall "refreshed" about every three years, but bought a good USA made metal insert 6 years ago and have no issues with the back wall any longer...good investment.
I have a good cap and have paid for weather proofing the top of the chimney.
I splurged on good custom fitted glass doors and have never regretted it. It "improved" efficiency, but I realistically note the energy exchange going on and stop burning when the temps drop below zero.
Every fireplace has different efficiencies, IMHO. My fireplace seems to perform well, the one at my neighbors house always seem to give him problems. Frank Lloyd Wright was so fond of fireplaces, it is said he designed over 1600 of them never using the same design twice. It is also said some of them were incredibly inefficient and were the source of many future structural issues for those who buy these homes but are totally restricted in what renovations they can make if they want their home to still be considered FLW homes! No dropping in a fireplace inserts if you don't want the preservationists turning up their nose at you!
For us, it is a personal "esthetic" decision to burn wood, and my responsibility as a "dutiful husband" to respond when appropriately my wife says "Are we having a fire tonight?"