You can't live map, the ECU can not run and be changed at the same time because it uses a CAN BUS and writing to the ECU means it can not talk to the control modules and the car will instantly stall.
You can read the map out via the OBDII port when the car is on but not running and you can write a different one back in. So what they are offering is the same as many other places offer, a box that reads out the map, identifies what variation it is, changes the duration table to add 30% more duration and writes the map back in. This is the same as most mappers do and bypasses the need to change any limiters.
So they are offering a remap via a box, no better or worse than taking it to most mappers.
CAN is a multipoint bus so ecu can talk to the programming device and rest of the car at the same time - the same way it talks to MES, body computer, ABS, dash and other units at the same time when it's running normally.
Going back to what i said earlier, ECU is capable of being live mapped, but you either need bosch tools (and unless you are engine manfacturer and buy 1000's of ecus from bosch you are not going to get them) or reverse engineer protocol that official tools use to talk to the ecu (nobody did that yet and it will be a lot more effort than reverse engineering protocol used for flashing the ecu).
Modern bosch ECUs shadow the eeprom/flash, which is why using eeprom emulator and mapping it using aftermarket tools doesn't work like it used to work on older ECUs, but this makes live mapping using official tools very easy, as the only thing the official tool has to do, is to authenticate itself with the ECU, and tell it to modify ram version of the map, it can also read back all the status information (a lot more than you can get via generic OBD reader or MES) so you can see how the changes are affecting everything internally.