Tuning a 5s-fe Options

[Arsaces]

Hey guys, back with another question that I have been unable to find the answer to (normally that means whatever I want to know is common knowledge and I am going to look like a fool for asking). I was talking to some of my buddies a couple of days ago and they were telling me that tuning even a stock engine will give better hp, gas mileage, etc. They told me that the biggest hurdle was getting your ecu chipped (hondata or something like that) and finding someone competent enough to tune the car. Knowing that hondas and toyotas are very very different machines, I wanted to come here and get some of your opinions. Is tuning a stock 5s-fe beneficial, has anyone here done it with any success, what chip is needed for our ecus (obviously hondata won't work). I figure that it can't be extremely beneficial because I have yet to hear about anyone tuning their engine without going turbo, in a toyota at least.

Thanks for any advice, and excuse my rambling, I don't have much information to go off of here.