Transmission fluid does not get contaminated nearly as fast as engine oil, since it does not get exposed to fuel or combustion gases. Instead it slowly accumulates metal particles from gears and other material from the clutch packs. The fluid will also slowly break down from thermal oxidation and shear.
Replacing 30% does a lot, since that means there is now 30% fresh fluid that has not been broken down, and 30% of the contaminants suspended in the system have been removed.
The reason only part of the fluid comes out is that a lot remains trapped in the torque converter and the rest of the hydraulic system up inside the transmission. The only way to get the majority out is by diluting it with multiple drain and fills or flushing the transmission, whether by using the internal pump, or an external flushing machine. Flushing machines have a bad reputation for being too harsh or forcing contaminants into bad places and causing transmission problems.
Replacing 30% does a lot, since that means there is now 30% fresh fluid that has not been broken down, and 30% of the contaminants suspended in the system have been removed.
The reason only part of the fluid comes out is that a lot remains trapped in the torque converter and the rest of the hydraulic system up inside the transmission. The only way to get the majority out is by diluting it with multiple drain and fills or flushing the transmission, whether by using the internal pump, or an external flushing machine. Flushing machines have a bad reputation for being too harsh or forcing contaminants into bad places and causing transmission problems.