Lol, most plug and play chips just work as an interceptor to feed to real ecu slightly false info to think it needs to run slightly higher injector duty to increase fueling. Everything is software based these days and they don't usually replace a "chip" like in the past, so any that modify your ecu you're just paying for an altered fuel map, basically a 5 minute download, but you're paying for the software development.
Most diesels from factory have air reserves from highly efficient turbos, programmed into the maps to allow for varied fuels, maintenance and to prevent smoking at any acceleration, chip just uses up that 10-15% reserve
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