I did D+F on our Venza's U660E last month. The dealer charged $48 for three quarts of WS. I could've gotten a jug of MaxLife from WM for $28 and saved a whopping $20.
I opted to go for the real stuff, just like I did on the coolant, oil cooler lines, and some various retainer clips. I did use generic Prestone dot 3 fluid for the brake flush because I'm a cheapskate. Same with getting Denso air and cabin filters from rock auto. Over the anticipated life of that car, $200 extra on dealer coolant, trans fluid, and brake pads isn't going to kill me.
I wish I could've changed more than 2.7 qts, but without dropping the pan and popping the filter loose, that's all she would give. I felt a little cheated for all the mess I made, weighing it out, weighting it back in, using a pump, etc.
I actually got five quarts but the dealer let me return two when I was picking up the third jug of $34 coolant because my drain and fill managed to get 8.2 quarts out.