Supposedly the Sport Chrono mapping eliminates throttle lag, without making the car jumpy like the old BMW E46 M3 "Sport mode" button.
All for the low low price of a couple grand and an ugly clock on the dash.
The aftermarket companies can do cool things like do the Sport Chrono coding, plus eliminate the stupid "drive-off assistant," a.k.a. a feature designed to help people who don't know how to drive a stick but which in actuality makes me stall the car about once a month, plus tune for a bit more power... for a few hundred bucks.
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