Don't know about "older" MBs necessarily, but on "another forum" there are people attesting to the wonders of ECU tuning everwhere you look. Editing cars timing maps isn't a new snake-oil remedy, it's been done for a long time. Personally, there are some tuners that will stick god-knows-what into the ECU of your car and claim 50+ horsepower. Then there are others such as Eurocharged, OE, Kleemann etc. that claim realistic figures, aren't budget solutions, and very often have dynos to back it all up.
As far as the cookie-cutter re-flashes go, it's true that they will never be as good as a tune that is performed while the car is on a dyno. But for free, they are pretty good, and imho the guys at EC know enough about what they're doing to figure out how the mods affect our engines pretty well. Especially for the C43, where our base engine is shared by many, many models.
And to the OP/goldini, there are two EC dealers in NC. One is Euro Classics LTD in Durham, and there's one I think out towards Greenville. There may be one in Charlotte too, I'm not sure. Euro Classics charges $90 labour on top of the price of the tune, the other one does not. I have worked with euroclassics a bit before and didn't much enjoy my time with them... I was planning to make the trip to greenville to get the tune.