A visual check for leaks and a test drive if shifting concerns were noted, are two other items normally included in a transmission service. On most transmissions you can't replace all of the fluid. You can often only replace four of the eight to twelve quarts the transmission may contain. Even though the fluid may look nice and pink, it may have lost it's ability to keep internal seals soft, keep the fluid from foaming and control the build up of varnish. You just can't tell by looking.
Standard transmissions are different.
Almost all have a drain plug and can simply be drained and refilled. Standard transmissions that have not been abused or subjected to water contamination can be drained and refilled every other year or so. This may only pay to have someone suck what ever fluid they can out of the dipstick tube and then refill it. This is hardly what major car manufacturer's meant when they describe a transmission service. Recognize loss leaders for what they are.