I love it! Mag 1 Synthetic ATF is awesome!
They have a regular Dexron-III type ATF (Toyota T-IV/3309, Z1, SP-III, etc)
They also have a Low-Vis version (DW1, WS, Dexron-VI, Mercon LV, etc)
Both for under $30 for a case of 6. If you prefer to buy locally, Pep Boys sells the Low-Vis version for $5.99, which is still a somewhat fair price.
Awesome price for a great product.