If I owned a Hundai/Kia, I would run the factory fill about 30k miles, then flush it 100% using Amsoil ATF and go from there. Most likely I would also add an inline filter of some sort and additional cooling at the same time. If I did have some sort of transmission problem while still under warranty, I would then buy enough of their special ATF and flush it completely to get that marker in there, and then bring it in for the warranty work. Just to save me some hassles I would remove the cooler and and inline filter, too.
Seems kinda dishonest, but folks should not have to buy special dealer-only fluid at an inflated price when they could have a better fluid like Amsoil (my opinion) or even ST ATF+4 and have as good or better results. Now if the factory fluid would actually protect the trans well until the end of the 100k mile warranty, then I would have no problem with their "marked" fluid.
For example, the current factory fill ATF in new BMWs will most certainly get you through warranty and then some. I would not consider changing the fluid until 100k miles or later unless the car was literally raced or abused. But that fluid is much higher quality and much higher priced stuff.