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There are several manufacturers, but Superchips is probably the most reputable. Head over to their website or even the FTE online store and read about them. They add something like 25 hp and 40 ft. lbs. torque.
Just put a superchip in my 2000 4.6 and it made a hell of a difference. But, you really ought to put a K&N and maybe an exhaust before sinking the 415 bucks the chip will cost you. Just a thought.
Yep, premium. But, it is worth it for towing purposes. I'll be honest, if I had it to do over again, I'd have tried the K&N and Flowmaster before purchasing the chip. You can go on the site for Superchip and see what they have to offer.