the lifetime fill is a stupid idea, toyota also write the same stupid sentence on their corolla/camry etc dipsticks that ATF never needs changing in the life of the vehicle. - RIGHT - LOL - its thick as tar and black as sin after 60,000 kms and the transmission thinks its a loaf of bread when you position the lever in any forward range.
Mazda do that too - and then proceed to cool the unit through the radiator - no problem except that most newer mazda engines will kick on their radiator fans at 104C, hotter than hell ATF if your car lives in city traffic. That is why nearly all long running mazda cars have external transmission coolers which keeps the temperature of the ATF between 70-90C. The ones which dont have such cooler usually are advertised for sale with transmission issues with a mileage of 100,000 miles.
Mercedes USA got hit with a massive lawsuit with their filled for life ATF BS marketing in the late 90s and early 2000s - the outcome was to change it at 35000 miles with an updated ATF - for some oddball reason the original fill is not sold in USA anymore in any quantity.
I do rebuild and repair automatic gearboxes, and after seeing failures etc I always recommend two things - one is to change ATF at 30,000 miles or 50,000 kms etc and run an additional cooler setup.