Toyota ATF WS Fluid Cost & New-to-me Maintenance

Hey Guys,

TL,DR - My Questions:

1. What are your dealer parts centers charging you for ATF WS fluid!? I've seen lots of threads cautioning others to use nothing but OEM fluid, but I just got quoted $110/gal!!! That's what I would expect the full service to cost. There's only 1 Toyota dealer in town to my knowledge. That seems like beyond highway robbery, I'm in Reno and am tempted to call some dealers in Sacramento and see if they can match that.
2. If I'm very comfortable with DIY, how difficult is brake fluid or coolant flush? Are there any specialized tools required to flush all components (do I need to pull a vacuum)?
3. Any other maintenance recommendations on a new-to-me 2013 with 93k miles? (other than those listed below)

Background:
I'm a new Prius owner as of last week! 2013 plug-in, but this forum looks more active for maintenance so posting here.

We got it with 93k miles on it, single previous owner and dealer-maintained while it was in warranty, after which they took it to jiffy lube. I checked the engine and cabin air filters and was pleased to see that those looked like they were changed with the 90k service. I was planning on doing all the fluid swaps given we're not 100% sure of the history. I'm very comfortable doing DIY service and enjoy the piece of mind from maintaining my own vehicles, but some of these I haven't done before. I was thinking of doing (at a minimum)

1. Check engine air filter & cabin air filter (done), oil change
2. ATF change (will do this DIY)
3. Brake fluid flush (Was assuming I'd go to the dealer as I've never DIY'd this)
4. Coolant flush (both engine and inverter?) (Was assuming I'd go to the dealer as I've never DIY'd this)
5. Hybrid battery fan cleaning (read from this thread)
6. EGR circuit & cooler cleaning (& MAF sensor + throttle body cleaning)

 

Thanks for all the replies! I'll be sure to prioritize the EGR cleaning

As for the fluid - it was a dealer mix-up. Not sure who I was speaking to in the parts department or what they were quoting me, but they were having an off day. Went in the next day and picked up 4 quarts for $11.13 ea.