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You and @danb have an interesting take on the same thing, and both right. I would draw attention to how much has been written about this topic alone.
Same as dyno runs discussions.
Interestingly, I've had a long discussion with the guys at Evolve many years ago about this.
Given Evolve's current reach around the world and the number of success stories, I'd argue that they know what they're talking about, so that's my reference or backup as it were.
They say that a "tune" on a modern ECU is just telling different components what to do based on a variety of sensors. If this, then that but on a big scale.
So, if you tell the ECU to do something slightly different to stock, you can ensure that the tune is still safe for 99% of engines. If you want to eek out that last bit of final power then you can adjust an individual car's tune, or if you've added aftermarket parts then you would need an individual tune, but a stock car can take a one size fits all tune and respond very well, especially with a well calibrated dyno run afterwards to confirm that the car is behaving as it should and performance is not pushing the engine beyond the envelope of what is safe.
Saying that, I wouldn't go to Chips,
Revo, AMD, or Regal probably the best bet for Audis?