If you've never worked on any of the late modle trans', you would not understand why it is so much $$.....
For one thing, everybody including our shop uses synthetic as it meets or exceeds the man. spec for todays cars...Yes, flushing your trans will make it last longer..Think about it, you change the oil every 3000 Miles, why would you run your trans for over 100K miles? it breaks down just like engine oil, sometimes even more cause of the heat...Yes, you Could change your own trans fluid, but are you really getting all the old fluid out? At most shops that offer "Flushes" the machine is a one to one meaning one old quart out, equals one new quart in....That machine alone from BG cost over $5K....The ones we NEVER try and sell a flush on are the ones that the cust. has driven it until it won't go any further, and now wants it flushed to see if it will "Help" it along...By the time the damage is done, it's too late. This is why you are told before that you need to flush your trans....