I did some more investigating, and the bottle design is owned by Gold Eagle. You can see the same bottle on Gold Eagle's website:http://www.goldeagle.com/products/product2F1D.aspx
Amazon's listing for Gold Eagle power steering fluid indicates it has a price comparable to GM's list price of $9.81/qt:http://www.amazon.com/Gold-Eagle-21303-Universal-Steering/dp/B000SR4O66
Is the Gold Eagle product the same thing as the GM product, or is Gold Eagle bottling Exxon fluid for GM? Hard to say.
In any case, I did two flushes with this stuff yesterday. I had stored the bottles in my garage, so the fluid was cold. It had low viscosity compared to STP or Valvoline, so it seems like it might be pretty good stuff.