I'm always one to do oil changes way more often than necessary, but I have never worried about getting brake fluid flushed until I had shoes/pads replaced.
Unless you are extremely hard with the way you drive your vehicles, your braking system & fluid should work okay for several years if no foreign material gets into the reservoir (dirt, water, etc.).
I had my '05 4Runner for three years and 33,500 miles and never touched the brakes or the brake fluid. My pads still had nearly 2/3 of their life remaining and everything was still "good to go" with it. The fluid in the reservoir still looked very clean.
All I did to that truck was basic oil & filter changes -- along with replacing the V6 spark plugs at 31,000 miles (necessary for the V6, but not the V8 models). It had the "long life" coolant and ATF, so nothing was needed with either of them.
With other cars I have driven, I have found that having it done when getting the pads replaced seems to make sense. Everyone's different, though, so I know you'll get lots of different opinions here.
Regarding cost, that will vary widely. Some shops will cut you a break on the labor -- provided you're getting other stuff done with them at the same time (brake shoes/pads replaced, rotors turned, tune-up, coolant flush, etc.). Others will not. All you can do is ask.
As for doing it yourself, I say go for it if you have a reliable buddy who has done it before and who will be a good helper. Braking is one area where you probably don't want to f*ck things up. It can also be a very messy job and you want to be certain not to get any brake fluid on your vehicle's paint.
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Anyway, good luck to you and be sure to let us all know how it turns out for you.
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