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Factory tune includes lot of safeguard mechanisms to take into account misc car part and fuel quality considerations. It will also mean underperformance, as tune is not fine-tailored to capabilities of specific car engine/parts/mods. "Good enough for most" that allows for much shortened/simplified manufacturing or service maintenance process procedures and not requiring for every dealership to have highly trained ecu specialist (for different cars in manufacturer's lineup at that) shouldn't be undervalued on manufacturer side. You want to extract more performance? Pay for individual work of specialized on that work tuning shops. Manufacturer and dealership is about getting numbers of cars through and doing generic stuff on them using OE parts and manufacturer's procedures, among which individual ecu tuning (except at most flashing latest OE tune vs some possible fixes) is not.
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