Chip is something they usually put into your car.
It is rather some universal re-map closed in small chip which is put inside your computer. They put this kids to different cars not really adjusting them to the exact car...
Re-map is going through OBD by cabel and changing computer data which in my opinion is better as they make the changes individual for each car.
Check this out:
http://unitronic.pl/?lang=de
I know the guy - he is really very good at all changes.