Yes that is true, it's not possible to get all the old fluid out and replace with new. Sometimes it is worth doing a second fluid change for that reason. It must still have a lot of crud in it, or that shop did a rush job ...
A cheap trans service will either suck or drain the old fluid out of the pan and simply top up with new fluid. A slighlty better approach will see the pan dropped and cleaned along with the filter changed before it's reassembled and top up with clean fluid. In eitehr case it will only result in about 1/3 of the total fluid volume being replaced.
A better trans service could simply be the shop inserting a tube into the trans filler pipe and sucking out old fluid and then pump in new fluid before starting the engine and then repeating this process a couple of times using a fancy machine. Unfortunately the pan isn't removed and cleaned and the filter isn't replaced and such places state it's OK as that is all that is required... Ah, no...
In my mind, a better approach is to drop the pan, clean it and the magnet, replace the filter and reassemble before topping up with new fluid. Then disconnecting the trans cooler lines having the trans outlet side go into a big measured bucket and the trans inlet side connected to a fill tube. The car is started where the old fluid starts to be pumped out into the bucket while new fluid is poured into the transmission at a similar rate and volume to what is coming out. Usually at home this is easier done by starting and stopping the engine after around a pan's worth of fluid comes out, then fill up with that volume which was pumped out. Not sure if there is a fancy machine that can manage the above at a trans service place as i've only seen the older dipstick type machines.
Sadly many car brands state that the auto is filled for life and don't recommend trans flushes... Year, right
Gone are the days where good trans shops would check band pressure and such during their quality full flush service... Now it seems to be don't touch it till it breaks and then buy another reco'd transmission...