I suspect that the bigger market will be for pseudo custom maps. Let me explain:
You lift the ECU map from your own car using whatever device is appropriate.
This map is sent to the remap specialist as a raw binary file.
The tuner then applies what are effectively generic changes to this file, perhaps taking into consideration some special requirements that you have (eg. sharpening the pedal response curve; enable cruise to be engaged in third gear as well are 4th, 5th, 6th).
The tuner then sends the new binary file back to you for you to upload yourself.
The BIG benefit of doing things this way is that the parts of the ECU code that identify the ECU to the car are not altered, whereas with a complete generic overwrite they will be.
OK - with SHA and MD5 checksums starting to be used to prove the authenticity of the car's OEM factory map it's possible that it WILL be detectable if someone is wanting to check the car for originality.
There are other flaws of course - for example - the tuner has no opportunity to test drive the car and check that he/she believes it a suitable candidate in the first place.
It's a step in the right direction, but maybe Too Little, Too Late ?????