Totally agree with both statements of @xhyphenx, and will add more:
- the freedom to choose maps is the key for many of us who choose COBB and other handheld or Mobile-based options (like JB4). Enthusiast just needs control and freedom by their nature. The best-but-once-for-a-while approach even with the coolest tune is the great but cost/effort of changes may become annoying (depending on locations, frequency etc). I hope APR will resolve it somehow soon because they did so great job in everything else.
- Intellectual property is so easy to steal. I was impressed by how fast the front-door flashing was spread across the tuners and how the release of one great tune cause some chain of releases from others. That says even if the vendor composed the best tune ever it is not the only thing bringing for success. Marketing, flexibility, matching expectations, client communications, and feeling a personal approach - it is the additional value coming with your tune and it really matters.