Yeah, but even a minor adjustment on shift points at partial throttles could make a 10-20-30% increase in available torque, which would feel pretty significant in normal driving. And of course playing with the pedal to throttle opening map, can help the car feel peppy, and then disappointing when you actually use full throttle!
For sure, in terms of power at full throttle, a tune might be lucky to gain 3-4-5% depending on how conservative toyota was and how much the tuner is willing to risk.
Another nearly free way to gain some torque is to slightly under size the tires in diameter. 2-3% less diameter is felt as that much more torque at the wheels. I ran some 4.5% shorter sidewall summer tires on my Focus and it was noticeable when I took the tall skinny winters off. A couple minor changes can make someone more satisfied with a simple slow car, that is now fractionally less slow and more responsive...
I guess its all relative, unless you are driving a dual or triple motor electric wonder car, your cars drivetrain is "slow" and unresponsive compared to what is available...