I'll offer my two cents since you asked:
I purchased an InTune tuner with Bama "Tunes for Life" after I purchased my car in 2011. Honestly, it wasn't a terrible decision. I did not plan on doing major mods so I figured I was good with the tunes for life, as opposed to someone else's tune that might squeeze out a bit more horsepower. With the Bama tune loaded, I felt a nice difference in acceleration and response with my Steeda 101mm CAI. The car drove without issue.
Fast forward to 2020 and I had been researching swapping a 2018+ intake manifold onto my car. The "free tunes for life" aspect hits a wall if they don't write tunes for that particular mod. So, I looked elsewhere to see who could write a tune for my InTune tuner and the new intake. Basically, Bama is the only one still writing tunes for InTune...but they don't write a tune for a 2018+ intake swap. Simply out of luck if that was the route I wanted to go. So, I was a bit frustrated.
Upon a bunch of research, I decided to swap tuning devices and tuners since I was pretty disappointed in the "free tunes for life" part falling down. I chose an nGuage tuner with a Lund tune. I couldn't be happier!!! I ordered it through Beefcake Racing and their service (along with Lund's response) has been phenomenal. And, to top it off, the tune is well beyond what I had before. So much so that I currently do not feel the desire to swap intakes! For a "stock" car (with CAI and mufflers), she feels like I have truly allowed that engine to come awake and I LOVE IT! Lund will write me a tune if/when I decide to swap intakes. I will have to pay for that new tune but now I have a highly respected (Coyote) tuning company backing up any revisions I make with the car and a much more reliable and functional tuning device.
Again, I never really had any issues with Bama but the attraction of the "free tunes for life" comes with a heavy asterisk after it. And then to feel the difference between how the Bama tune felt and now how the Lund tune feels is like night and day.