Stand alones are nice but there is more sense of accomplishment when you can run really good times on a basically stock location chip in the stock computer.
Generally, it seems that an aftermarket system, in the hands of an experienced tuner, seem to be more likely to pick up hundredths instead of tenths, over a well tuned chipped car despite what vendors/tuners like to claim.
I have seen quite a few in the hands of home tuners that went slower.
It's really quite easy to understand. A quick car tends to run over a 500-800 rpm bandwidth which, in reality, makes the fueling simple. A few trial and error runs to see what it likes in that range and one is there. Picking a synergistic combination of parts is far more important than the chip or system. All the advertising claims that the stock computer is slow are correct. It just does not make any difference in a drag racing scenario where all we have to contend with is 500-800 rpm.
Getting the car to launch reliably is harder than most of the tuning. No doubt, the latest systems that provide boost ramping can help on a really fast car that wants to spin the tires can make it easier to dial in if one cannot handle it with suspension.
For the average guy that never avails himself of all that is included in with modern chips is never going to be successful with aftermarket unless he can afford a "tuner" to show up and help him.
Let's face it, most guys have a hard time with the instructions on chips and they never accomplish much with an aftermarket system.
Some guys love the intricacy of the aftermarket systems and love tweaking things and they are often not very fast but they love talking about what they can do...different strokes for different folks. It's all about what gives us pleasure.