OK, I have some good, first hand information on the aftermarket chip experience.
I picked up a 944MAX chip from maxhpkit.com. Normally $250, I snagged a new-in-box version for $160 on Ebay.
What a weird setup for the DME and alarm computers, under a piece of wood. The chip worked perfectly first ignition. I would have to agree with the other posters out on the forums who have said that the chip (944MAX, Wilkes, AutoThority, etc) makes the engine seem smoother and with more torque. I wouldn't say that it feels peakier or like there's more HP at the top end. But, for drive-ability, it does seem like it has added torque across the range.
My exhaust note is actually quieter, which is interesting. The stock DME chip had it running with a Braap-braap kind of sound, and it is now deeper and quieter. Interesting and unexpected.
So, you definitely wouldn't have felt like you got a turbo installed. It is much more subtle. If you had two cars, one with the stock chip and one with this chip, you could tell a driver, the stock is a 2.5L and the 944MAX is a 2.7L and they would probably believe it. A small change, but nice.
Installation was about an hour. I didn't want to damage the DME and had to read a couple of online guides to disassemble safely. The vendor's website was probably the best info at
MaxBin - Installation
I reassembled the DME brace wrong, twice. Finally I got it back to where all items fit underneath the board. It would be much faster to do it a second time.
The chip swap and the linear throttle cam upgrade (purchased right here on Pelican Parts) definitely improved the throttle feel and all-around driver's experience. Since I spent under $200 on both, I feel like value was achieved.