I don't doubt about the gains that can be had by remapping the ECU. The biggest problem is getting the changes to stick, so to make sure the long term fuel trims don't negate them.
I've had the ECU chipped years ago, results go away after about 30 minutes of driving. Did a quick test just after the remap and compared it with before (figures are at the wheels and for an otherwise completely standard engine):

So there are gains to be had, but it really depends on how well people know the ECU.
A real LIVE remap should be best. First flash in new software that will disable the learning, or at least make sure fuel maps are not affected, and then put it on the rollers and remap it at different RPM's. That should be the best way...
Mark