The tune cost depends. I live in North Dallas and took my 2014 F150 with the 3.5L to HPP which is a pretty well known shop around here. They mostly work in the V8 and car world, but I had them do a custom tune on the truck and dyno it. It was around $1,000. They were able to get some gains on HP and torque for sure, but there are others out there who specialize in these ecoboost motors. I called up 5 star tuning who specializes in Ford and they have multiple tunes they have already done and basically talk with you about mods you have done and what you want to accomplish. I already had the programmer and they just emailed the tune based on what I had done to the truck. I have an AFE stage 2 intake, AFE throttle body spacer, exhaust, blow off valves, and AFE intercooler added. The tune they sent me was nasty and night and day different from anything I had programmed in before. This was years ago, but I think it was only around $250 for that tune. You need to buy the programmer to upload them and that was around another $3-400. IMHO 5 star is the way to go. They already have some for the explorer 3.0L so it is just a matter of time before they get ahold of the Braptor and do their thing.