I have used the ATF; results in ATF UOA section. I'm on my 2nd OCI with it my 4T60E transmission.
I have also used their brake fluid. It has good specs; seems to be quality stuff.
Neo has been around since the '70s I believe. A guy from Australia, TdiRick I believe, has a fair amount of experience with them. However, they are not very well setup to deal with folks "off the street". They haven't had a real web site in a couple years, & it never stays updated. They really concentrate on racing as others have pointed out.