Yep, saw that a while back.
The manufacturers are really going after the "I want EFI but I'm scared of it" demographic, making things as "bolt in" as possible and even trying the whole self tuning thing...
Heck, even Professional Products is coming out with a throttle body "self tuning" kit. Knowing how PP stuff is...
Hopefully this whole push for the entry-level self tuning stuff gets the manufacturers to implement OEM-like block learn long term tables & routines into their ECU's and the more advanced aftermarket ECU's will benefit too.