It is pretty steep but people are raving about performance. I talked to a TW member last night that is selling his to buy other mods. He said he is just happy with the factory tune. I would like to have one and, depending how my truck performs after I buy and start towing a travel trailer, I may end up buying one. To me I would rather put that amount of money into a safe FabFours steel rear step bumper. I was hoping that other tunes would be on the market by now. That would at least make people competitive on pricing. OVTune has a monopoly right now and can get whatever price they want. For what its worth I am quite pleased with the performance of my truck. It seems to be better now, at nearly 18k miles, than it was at 10k or 12k miles.