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I'd say it has little to do with the hardware/ecu you use, it all comes down to the ability of whomever tuned the reflash/standalone etc, and availability of tuners/information.
Standalones are better for tweakers who like to change and have gadgets, reflashes are good for people who just want something that works with minimal fuss, they might gain a few HP with a custom tuned solution (without hardware changes), but thats only really going to matter on a dyno sheet anyway.
Its not just the ecu that people talk about as black art, its tuning itself, which in turn leads to the mythical status of these things, few people say they don't know something so any oddness is attributed to the ecu, most ecu's are pretty much all the same underneath, the differences are in the knowledge and software available, some may have a better build quality or different inputs.
Most people just focus on their needs and think others want that too, so thats what they'll evangelise, in reality thats just not how it works, everyone has different goals, having lots of choices is whats important.
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