What's the difference between custom and "off-the-shelf" or "chip" tunes?

What's the difference between a custom tune and off the shelf tune (OTS)?
Custom Tuning: Custom tuning creates a personalized tune based on your personal goals, preferences, and feedback, as well as your vehicle's specific setup and modifications. Custom tunes are written and refined over time rather than being "one and done." This approach offers the most precise adjustments available, resulting in the best performance and increased customer satisfaction.
We work very hard to make sure customers get the power and driving characteristics they are looking in each of our custom tunes.


Off-The-Shelf (OTS) Tuning: OTS tunes are pre-configured, "one size fits all" tunes. They are written with the intention of being generic and broadly compatible, based on what's been tested on one vehicle. OTS tunes may not fully optimize performance due to their nonspecific nature.