Please, please, please don't shoot me down for asking these two genuine questions:
1) Why do people buy diesel engined cars and then get them mapped to bring them closer to the power of equivalent petrol engines? Why not buy the smoother, quieter petrol car with it's vastly superior power band width in the first place? Is it just because they're harder to get hold of so this is the nearest the owners can get? Sure, the diesel engine's torque is better for towing a big caravan up a hill, but how often do the majority of us do that?
2) If mapping is as good as everyone claims with no negative effects, why don't the manufacturers do it in the first place so they can sell their cars as "more powerful, faster and/or more economical"? The manufacturers are obsessed with making their cars as fuel efficient as possible, they invest in new materials and spend billions developing engines. If they could get their engines to be more economical without a trade off somewhere else, surely they would. A simple ECU software change would cost just pence, if anything, to implement with every car during production, so why not?