The tools have evolved to more than just uploading a map for a tune.
Today, all sorts of features are managed by the ECU. The current batch of OBD scanners can change and enable things like heated grips and auxiliary lights in the menu system of your bike's computer. They can also add or delete coded keys that will be accepted by the bike's RF ignition immobilizer. But most people get them to remove service reminder lights and to reset dates. These are all things that require a trip to a dealer to access and set/reset.
As each new generation of motorcycles become more and more computerized, the SW that reads OBD information has to be updated to be aware of how to deal with this new functionality and where and how the information is stored in the bike's ECU, as well as provide a user front-end interface to access and modify this information.
There are no standards or universal settings for this as of yet, which is why there are such specific tools for each manufacturer and bike and model year. Just another way the dealerships lock you into servicing your bike at their shop - because even if you do your own oil change, you need their computer to reset the service light...
If a SW version of these OBD tools exists, I always opt for that over a HW-only solution. I have a OBD2 plug that interfaces with MotoScan app on my phone for BMW bikes. But as I mentioned, every manufacturer and model now has new and customized fields where they store new information and functionality and unfortunately, sometimes the only compatible OBD SW can only be purchased on HW-only solutions like OBDStar single-purpose tablets. Not optimal, I agree.
If these companies like MotoScan and OBDStar ever stop updating their support, the apps and tablets will be useless for newer vehicles.
Case in point:
But I was thinking of the case where JPDiag or TuneECU supports your ECU.
You mentioned TuneECU. This is their current support list:
Notice anything? There are virtually no bikes after a certain vintage. This is the Ducati support list:
Ducati
749, 848, 999, 1098, 1198
Hypermotard 1100 (not Evo)
Monster 620, 695, S2R 800 & 1000, S4R
Multistrada 620, 1000, 1100
Streetfighter 848 & 1098
Sport 1000 & GT 1000
ST3 & ST4
Seems like the company stopped support and development somewhere around 2011, around the time the 1198 morphed into the Panigale.
BMW support?
Because GS911 was already a thing, they didn't even bother and basically conceded that market fairly early on to the 1250lb gorilla in the room.
Similarly, JPDiag is not a Ducati-specific tool, it's actually a Magnetti-Marelli programming tool. Great for flashing bikes like 999s and early Diavels, but Ducati has now transitioned to Bosch and other ECU manufacturers instead of MM. So no support for anything past 2010-ish, depending on the model.