Let me share a little of my experience with OBDtuning. I've approached Dave couple of month ago for his ECU remapping on my 323i. He is a very nice guy and patiently explained what kind of improvements that I will experience after tuning. As he mentioned, he will, first, download the current ECU map and send it to Germany for the techs to twig for improvement, then re-install with the new ECU.
After he installed the re-mapped ECU and when for a test drive, together, felt a little improvement on the torque (butt feel), but not much. As I complained about not much improvement, he mentioned that I will feel further improvement, as I drive more, and the full gain of the re-mapped ability will be truly felted after 3 tanks of gas refill.
As he offered 7 days money back if no improvement is being felt, I tested out the car in various driving style and conditions during these 7 days. However, the feeling is about the same as initial test drive, even after 5~6 days (not much improvement). With this, I requested for money back, which he kept his promise. As my car was the initial 323i that he re-mapped, he offered me to keep the ECU re-mapped program.
I've been driving with the tuned ECU for around 3 months+ (a lot more than 3 tanks of gas re-fill), and I confirmed that the gain is not much (by butt feel).
One more note. As Dave mentioned, the fuel efficiency will improve during normal driving, because the gears will shift smoother at lower rpm. Again, I do not witness this phenomenon, and my fuel efficiency got worst than before (with no change in driving style). At first, I thought possibly that my service time is getting close and I need to change my engine oil. However, after servicing, my fuel efficiency still maintains in the worst state. (I even change the oil usage from PML's standard Castro to Mobile 1.)
Of course, different people has different experiences, as Dave has previously mentioned that he has tuned 523i, and his customer was extremely happy with the improvement. Sorry to say that such improvement is not being felt on my 323i.