Automotive parts aren't priced according to perceived value or acquisition costs. Pricing is performed by algorithm considering factors such as speed of turnover, warranty expense, and competitive advantage. The algorithm has no concept of the part or material value. Manufacturers review fast moving parts and keep the prices low on those items to remove temptation from the automotive aftermarket to manufacture those bits and sell them competitively, amongst other nefarious motives.
In this case, Volvo does not refine petroleum into transmission fluid itself, but rather purchases from suppliers that will meet the stringent specifications. The result is that no smart shopper would buy Volvo fluid, but Dealers are required to, and then sell it to Dealer customers in service work at full pop.
I used Aisin fluid on my last (3309) trans fluid exchange, having full confidence that the company that designed and manufactured my transmission could buy and resell the appropriate fluid, as Aisin doesn't make transmission fluid, either. It was on sale in a kit from FCP. I have heard some folks take advantage of the FCP parts guarantee by shipping the used fluid back and getting the change for nearly free. I just sent a box 8" x 8" x 5" weighing less than pound a distance of 50 miles for $8.20, so I don't think I could even break even on a returns transaction across the country the long way.