Yeah, their name comes from the olden days of ECU software being on a removable chip, but the name has stuck. It's all done over the OBD2 port now.
The trouble is, a lot of tuners fall into the sidelines if they're not pushing out headline BHP figures. SuperChips and Revo tune on the conservative side, so don't get the publicity.
Custom is an over used word in the mapping world. Tuners don't touch any of the key maps VW spent countless months tuning, such as cranking fuel, tip in and tip out, part throttle, idle, warm up, over-run (unless you ask for a gash popcorn map) etc etc. All they change is boost and fuel, and the bigger numbers run more boost, it's as simple as that. There is no magic bullet to make 30 more hp than a competitor running the same boost pressure.
If it wasn't for the fact my engine is about 5000 miles away from seizing into a blob of steel, I would 100% be taking up SuperChip's October deal!