I had one customer who pulled a horse trailer, he came in one day and requested a flush and filter change. We did the work. He returned for his next oil change and demanded the same. As much as the sale is good, I felt this was completely unnecessary and after advising it was a waste of money.. just did the work, I however was able to talk him out of the pan/gasket service. We were charging $229.99 to flush his Ram 3500 with Synthetic ATF. This is too frequent.
Then there are other people on the other end of the scale who would get angry when I would show them their black transmission fluid that smelled like burnt chicken. It was beyond satisfying when one day, the car with endless notes and recommendations for transmission service in their history actually had clean transmission fluid. I was happy to give them props on replacing the fluid, but it turned out they had the transmission rebuilt due to failure. Bitter-sweet feeling.
I also have customers who replace their transmission fluid at or just before the manufacturer recommended intervals and they rarely have issues. However over maintaining transmission fluid I feel is a complete waste of money.