It is a term that is greatly thrown around and misunderstood. Being "chipped" goes from getting it tuned by a professional to putting a cheap Radio Shack resistor on your car...depends on who you ask. Now, ebay stuff won't get you anywhere. Scams are what they are. Handheld programmers vary, but for most applications modern applications, they don't do much, especially for the cost. Problem is, modern vehicles are so computer controlled, that they pretty much have to be "hacked" to change things. This can be very time consuming and costly, and still not be complete. Different eras and car makers are "easier" to get into and change than others, but it gets done.
It's not like the car's PCM, TCU and ECU are like audio controls. You can't just move the slider over to "drive faster." That is, if you can get into them at all. It's very precise work. I mean, it's not like car makers give away vehicles to test and work on to figure out what to do. I'm being extreme here, but what if someone makes a fatal error in a code and the engine over revs and drops a gear? Messed up engine and/or transmission and no car maker will warranty that.
now, taking this into consideration, tunes are out there and they are for real. I have and had them, with real results, no "it feels faster and peppy" stuff you hear people say. Interest in doing tunes will drive who and if and what will be available. Most Sonatas are rental cars, family carriers, grocery getters and most people are not looking to do 1/4 mile runs with them. While there are people who do want more out of them, the greater amount of people want that drivetrain warranty of 10 years/100k miles to stay intact. If you're jacked up tune causes an issue, that's on you, not hyundai. but some choose to pay to play, and that's part of the culture.
Jetchip is actually the name of the company. They won't make a "chip" for the Sonata. Not a usb you plug in, not little module you put in between two harness. They will figure a way to get the on board to change what it does. They may figure a way to get software to get more out of the Sonata, that they will get onto some type of device that can interact with the computers.
Handheld devices, might be an option they go for, but that will be short of what other vehicles are able to have done. The ones that have clear and far the best luck with handhelds are diesels. They can really get changed into different animals with handhelds, at levels gassers can't reach.
only time will tell what comes out. SOMETHING will, but how effective and how much it is really worth, in the long run, only time will tell.