i've heard they are rice and make your car look super duper hot sh*t.

On a serious note, there are always benefits to being able to adjust your stock settings - but not if you have got a stock vehicle... An item like a V-Afc which is prolly what is costing you $700 (though i haven't seen one at that price for a LONG time) has the ability to offer mild gains to mild mods - smooth out the negative effect of bolt on mods to a stock ecu by just bolting shit up to your car.