The sole Jag dealer in St Louis wants $1000 dollars to change the fluid in a 2003 3 liter which includes reprograming the control module. They want $275 just to reprogram the transmission control module to get rid of the "surge" and the "growl" Is that the going rate in the mid west?

 

IIRC they have to reflash both TCM and PCM, but first need to clear the TCM adaptions. They'll have to hook up their IDS for a while. (No idea about the overall time or price, sorry.)

The tranny oil is horribly expensive. Do some searches here if you want to know more.