... I beg to differ...all stock cars are tuned conservatively for the masses, they are tuned to pass certain emission laws and dunno what other laws in order for it to be sold there is still more to be unleashed from the ECU, at least another 10-20 horses and more importantly torque is improved.
You say 1.8K to 2K is expensive to gain 20hp...I think its very reasonable...try doing exhaust mod..may be already 1 to 2k , K&N another few hundred, Extractor and other what not...all this will be add up to more than 2K and you probably get only 5 to 10 horses...all by trial and error ....where else the remapping of the ECU is programming it to unleash the hidden horses by the manufacturer and even better, with certain tuners you can programme it to your driving preference. My 2 cents.