Well I don't know much about the NA, but as a TT owner having come from an old Honda CRX, servicing doesn't seem too bad as long as you go to a place who will do a good job, know what they're doing and charge a resonable price (eg. Phoenix). The main cost for me is definitely fuel - I generally do around 16-18mpg mainly around town with a mix of some medium distance driving. I don't boot it all the time either.
Regular oil changes will cost you a bit if you're doing a fair few miles. Otherwise discs, pads, etc are all resonable, especially with the prices from Steve Manley at Toyota. My last service at Phoenix was about £320 for all fluids, a change of plugs discs and pads (own parts).
Of course the real costs come when you start modding.... 620 quid for a SMIC, 300 for HIDs, 240 for new headlights, etc