It's true. The stacked plate design is much more efficient for the area, and has become the state of the art for transmission cooling. Tube and fin is old school.
I would still not recommend running a liquid to air aux cooler as your only transmission cooler. The liquid to liquid coolers used in the radiator, even though being so small compared to an aux cooler, is 14 times more efficient at cutting the heat than any aux cooler.
Always run the cooler that is in the radiator along with the aux cooler.
Ford tried running external liquid to air coolers for their transmissions around the 2000 year, in some of their trucks with disasterous results. They now sell a retrofit kit to convert back to the more standard configuration. The kit includes a radiator with an internal transmission cooler. Ooops!
Here's the scenario for a truck. You're pulling a grade, towing a heavy load, in slow traffic. How much air flow do you have over the external transmission cooler? That's when you wish you had that internal cooler.