 A few things will motivate successful people more than the challenge of doing something that other people say they can't do. Upon the initial release of the R35 GT-R, Nissan touted that it was impossible for the aftermarket to crack the ECU for custom flash tuning. Trey and the rest of the team were motivated enough to even be the first to import a JDM version of the car into the US, so they could get a head start before the US market officially got their hands on it. And the next thing you know, boom, modifying ROM's flash to the OEMBCU. There is a time and a place for super fancy and expensive stand-alone ECUs in the tuning world, but the foundation of Cobb tuning is built on the idea of getting the most out of the factory computer system, which provides the highest level of performance and convenience at the same time. So being the first to tackle Godzilla basically makes Cobb king of the monsters.