Like you said, there are so many different options with their tunes, it really makes the experience. Aggressive vs linear throttle mappings, pops & bangs, on the fly map switching, spark based traction control, valet mode, E30, WMI. They do it all and for a really good price.
Yup, it makes for OEM calibration if you ask me. That shows how much VAG is leaving on the table on this platform, presumably not to cannibalize too much into Audi territory.
The JB1 for a COBB /w tune is up there though - it seems to be the best way to go
Get a Stratified tune if you go Cobb! it will make the Cobb default tune feel like complete garbage compared to what those guys can do.