If your going to do it yourself might as well use honda. If you go somewhere just use what they use.
Dot 3 is dot 3 IMO. Dont know what the dealer charges but I paid about $50 to have mine changed at a tire shop. If your dealer charges $50 or so just go there if you trust them.
Found this while trying to answer the same question that you have. I personally am thinking of using the ATE Super Blue. Going to OG Racing tomorrow and going to get my Motive Bleeder and the brake fluid. Hope the info helps.
The reason a fluid change can be cheap is because they may not really do anything aside from suction from the reservoir and fill it back up. How much fluid does that really change? The counter guy at Honda told me that is what they do. If they charge $200 for a cabin filter replacement, you know they aren't changing all the fluid for $60 bucks.
Don't use DOT 5 or DOT 4+. Use DOT 3 or 4. I don't have anything to add that hasn't been said regarding brand. This is one where I would not worry if the can didn't say "Honda" on the side.
This is a super easy job, IMO. I would be upset to blow $50 or $60 in labor that, as has been pointed out, you don't know was really even done when you take it to a facility. When you bleed yourself you see that clear new stuff come through the bleed valve and you know you've done it right.
I've previously advocated for a vacuum device. I now prefer the two person method with a 2x4 under the pedal for safety.