Fluids are often chosen for other reasons on their robustness and durability - TC fluid is likely related to fuel economy. Toyota and everyone else has to meet aggressive CAFE requirements, which also result in things like 0W20 and now 0W16 oil (not that I'm saying to put heavier oil in the engine

).
Some Toyota maintenance products are great and a good value. I use nothing but OEM Toyota/Denso filters and coolant in my rigs - since they are the same price or less than aftermarket. Other stuff - like Toyota WS transmission fluid and the transfer case fluid - are many times higher in price than aftermarket, and there are multiple equivalent products that are sometimes a better product anyway.
My personal rig get worked pretty hard towing our camper and does a ton of deep water crossings, all of which have a risk of decreasing the lifespan of a fluid and water-contaminating it. My transmission fluid gets changed every ~30-45K and differential and TC fluid yearly (the latter of which often has some amount of water in it due to those crossings), so those aftermarket fluids that really save $$$$. Valvoline MaxLife in the trans, Delvac in the TC, and cheapo Valvoline 80W90 in the diffs. MaxLife trans fluid is WS-compatible and less than half the cost. IMO, fresh cheaper fluid in everything is better than contaminated expensive fluid, and I'd rather not throw away $150+ in water-contaminated synthetic gear oils every year and $200 in transmission fluid every two years.
If I had a mall crawler and kept with those super-long service intervals in clean conditions (100K for trans fluid and 60K for diffs/TC), I'd consider using OEM Toyota stuff.