Dealers use $2 OEM ATF in their service bays. Problem is that Nissan, Infiniti, and Subaru charge $6-$10 a quart for a synthetic blend HFM J-fluid via the parts counter. When you consider the cost of higher end ATF's like ATF+4, the better blended multivehicle ATFs, and the blend Mercon-Vs, its gets aggravating what dealer pricing is.
Castrol is spinning off its multivehicle ATF marketing. They will soon have separate IMPORT and DOMESTIC multivehicle ATFs. Feel free to use the Castrol import MV ATF.
I'm still waiting for SOPUS to update their MV spec sheets. I've used Pennzoil MV in multiple OEM transmissions without any issues.
Conoco Versatrans is also another option.
For price comparison, Idemitsu ATF-HP, was also a suitable replacement for many of the Asian specs. For a while, you could buy it at any Cottman shop and online. But, there was a merger buyout or takeover of Cottman by Aamco. I'm not sure who the current ATF supplier is for the franchises.
Compare the cheaper DexronIII price to the 'expensive' blended HFM fluid(ATF-HP):
http://www.ilacorp.com/images/3-details.pdf
Now, go to the dept or autoparts store and compare the prices of Mercon V, Mercon, DexronIII, and multivehicle ATFs. We get a fluid that cost ~15% more to make and are charged 50% more