Yah the chips are really a thing of the past for our 99+ cars.
Look into a handheld tuner from SCT or Diablosport. They are more expensive than a chip, but are much simpler to use and simply plug in your OBDII port.
I recently purchased the SCT from American Muscle. It was 379.99, came with 3 custom tunes, as well as the free tunes for life perk.
The SCT interface is real easy to use, downloading my stock tune and uploading the new tune took no more than 10 min...after that switching tunes takes ~3-5 min.
Depending on the octane and aggressiveness of the tune, you can see ~10hp and 10 tq.
Also if you're an auto, the shift points/firmness will be a lot better than stock. That's probably the biggest "performance" difference that you'll notice.
In addition to that, you'll have the ability to adjust for gear/tire changes, remove rev limiters, speed limiters and read check engine