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Generally the canned tunes suck but in the case of the Ecoboost the SCT canned tune makes a big difference....you might want to give one a shot before you pay a bunch extra for a custom tune. (The custom tune without a dyno is not really going to grab every ounce of power either....in my opinion they are a canned tune themselves)
Livernois has some fantastic performance tunes. I'd say they are more geared for the full on race guy. They do offer stand alone tow tunes.
5* Tunes are all tow safe, great power and shifting. No switching back and forth between a performance tune and tow.
Another reason I chose 5* was there tuning platform, SCT. SCT is the most widely used tuning platform going for most vehicles. There are now many other tuners writing tunes for the Ecoboost using the SCT platform. If you buy a Liverois and there tuner you have no other options but to run there tunes.
So, what kind of hp/torque gains, and mpg can you expect with the standard 3 settings for a 5.0? I realize without putting it on a dyno, there would be no way to know for sure. But, there must be some sort of range you could go by. The 5* site didn't give me any idea, or I missed it. How about the factory warranty? That should be a concern.