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He just didn't get it. Probably unaware that you could actually tune for economy in any way.
I think a manufacturer sets up an ECU profile to provide performance compromises that align with general popular expectations. Ads show 4WD pickup trucks doing rock climbing, and towing big loads. People want trucks fast off the line. Images of power are the norm. That's the selling point.
I do believe that alternative custom ECU program compromises could be biased towards fuel economy if one were willing to give up some performance, likewise. Do I really need 260 hp in my truck? For the driving I normally do? I don't think so. Would topping out at 220 be okay? Probably. Would I even notice the difference for my uses?
I think tuning for economy isn't an imaginary goal.
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