Magnuson-Moss says a manufacturer (Kubota, GM etc) cannot REQUIRE the use of OEM "maintenance items" (lube, plugs, belts etc) to retain the factory warranty.
There are standards, they might be *minimum* standards, but standards none-the-less and as long as the item meets those published standards, you are not doing any HARM by using it.
Manufacturer's "standards" like Mercon(tm), Dexron(tm) etc, are ways for the OEM to collect licensing fees from those that wish to ensure to the retail customer that the item (ATF in this example) meets all the OEM requirements for that item. Kubota, JD, CNH, CAT all have "standards" that have unique identifiers, on occasion you see that OEM standard on a container of oil, which tells you that the oil has been formulated to meet the standard and implies "approval" for that use.
Because each OEM has their own way of administering these standards and they CHARGE the supplier for every quart with the OEM's "ok" on the container, the API and SAE have decided to establish their own "universal" standards. If you read the operator's guide you will see "API" and "SAE" listed, if the lube meets those standards, it will be ok to use, period.