That would make sense. Technology advances over time. Fluids etc would have a higher level of chemical engineering technology to last longer.
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Generally that was/is the trend in all mechanical applications, whatever equipment is is. But then the manufacturers found out that they make less money from the after sales regular service, the customer contact is less and in longer intervals. Now they want to have the customers back in their shops, as the equipment for the service becomes more and more complicated and expensive, so it must be utilized. For example where I live they send letters to customers for a free check on this or that, of course the aim is to get the customer back and when the car is in the shop it is easier to sell something additionally.
And with the lifetime transmission fluid they probably selected the wrong word, should have been better called long life transmission fluid. Nice article here:
Case Studies
BMW and Volvo – The Truth About Lifetime Transmission Fluids
BMW and Volvo – The Truth About Lifetime Transmission Fluids « Case Studies | Atlantic Motorcar Center – Wiscasset, Maine