Glad you like it Frank (you spoke to me on the phone)! The reason it takes so long is because we are doing a complete OS rewrite, not just a partial flash for jus a couple values like the COBB does. EFILive tuning and HPTuners is the same way, only a few seconds to flash just a few changes to the stock program. After the initial flash of our custom OS to the ECM, updates will be much faster as they will flash in the same manner- just a few changes to what is already there.
It will take longer for the automatics than the manuals as it will flash the ECM, and then the TCM. The manual cars will only take like 15 mins or so to flash initially depending on your computer hardware. I've had people with really old hardware tell me it takes an hour plus to flash, but on a current PC it shouldn't take anywhere near that long.