the basic run down is this:
on a stock motor, theres really no point. the oem computer is programmed to perform good on those setups.
i/h/e, again, not really a point... the oem program is still fine.
but once you start doing cams, intake manifolds, upping compression, or boosting, the oem fuel and ignition maps are not setup for such things.
the chip basically gives you a NEW map that will allow the ecu to control the ignition and fuel maps properly.
like pills said, pgmfi will give you way more info... but if your sotck, or just bolt ones, its not really worth it.