ATF is an oil and usually a very high quality oil, whether the viscosity is entirely suitable for running in an engine is another matter. It is its cleaning properties that make people advise it as an engine flush. But I would rather run that around my engine than a can of "engine cleaner" which probably has no lubricating properties.
Do you want to start softening and dislodging years of hardened crud in your engine and then let it circulate it round with the potential for it to lodge in your oil ways or similar and potentially cause you more problems.
Or is the "engine cleaner" stuff just a marketing ploy to make you part with some more of your hard earned cash.
Hasn't normal semi synth oil got cleaners in it anyway?
Paul
ATF is an lubricating oil made for gearboxes, which although need lubricating, do not run at anywhere near the temperatures of an internal combustion engine.
I don't have a problem with using ATF or any other engine 'flush', however long term i think it could be potentially damaging to run any engine under load with anything but engine oil.
Running the car at idle or fast idle is no problem, damage will not occur.
I agree with your general point about flushing agents, if oil changes are done regularly then it isn't really necessary.