Dirty Trans Fluid- Am I screwed?

Check the trans fluid today it was a medium brown color with almost no hint of red in it... Vehicle is a 00 3.4 with 110K on the clock. I have noticed some rough shifting into certain gears...

What is the best course of action to take-

1.) Taking it to have a trans flush or,
2.) a DIY fluid/filter change by a drain, pan drop, clean and refill?

Is it too late and the tranny is gone?

 

take it to the dealer have it flushed the drop the pan and add is a waste of money and time, ( why pour clean fluid into a dirty transmission ) I'de bet it smooths out after a flush, I had mine flushed for $ 149.00 look and see if your dealer has a service discount coupon on line.

OEM fluid is the best, why chance mixing fluilds, I never use after market anti freeze or tranny fluid.

 

Took it to my local dealer and had a flush. Afterwards, it still shifted a bit rough and the fluid was still kind of dark, but after a few hours of driving (was on a road trip today) the shifting was much smoother and the fluid looked pretty pink. I think in another 10k miles or so I might do another flush and see if it helps even more. Things are still a bit rougher then I'd like...

 

Wait, you still had dirty fluid after they flushed it? I'd be asking how much fluid they replaced.

 

It was odd- still had a slight brownish color after the flush, but after about 200 miles (when I next checked it) it looked pretty pink. Still looking pink today. I see what you're saying though, a flush should be a full replace so it *should* look pink right after...