I'm using HPTuners but they aren't very complete with Fords and especially the EcoBoost. For EcoBoost support, only the Taurus, F-150, and Mustang seem to be covered by HPTuners They only started support for Fords within the past 3+ years or so. I have the HPtuners Pro interface kit (the one with standalone datalogging capability) and would recommend just going with the Standard interface. I sent in requests to HPTuners for them to add a few missing tables on my 2014 SHO, but they have a busy schedule and the requests get thrown into a queue without an ETA.
The F-150 EcoBoost tuners have noticed that there were a lot of tables accessible in the 2015 engine calibration but not in the pre-2015 calibrations. These tables are also found in the 2015-up Mustang EcoBoost calibrations. These same tables seem to be missing in my 2014 Taurus SHO file. If I had access to a 2015 SHO, I could do a comparison - and I have a feeling that the 2015 might have these tables accessible in HPTuners. Namely, the throttle settings for Drive and Sport modes, and the shift maps for Drive and Sport modes. After some datalogging and experimentation, I know what to change in the Base/Drive shift map and don't really need to touch the Sport shift map mode. However, the Drive Modes are all missing on the 2014's electronic throttle settings, and that is one I would really really really want to access because the stock throttle mode in Drive feels like rubbish, while in Sport mode it feels infinitely better and more responsive.
I don't want to steer anyone wrong, but I'd say either go with a vendor like Unleashed Tuning - I've bought parts from Torrie as far back as probably 16-18 years ago and he's good people. Or get the SCT Pro Racer Package for the DIY route. But note that you'd have to buy the Pro Racer Package ($349), the X4 tuner ($400), and the file for your car ($100). The HPTuners Standard package for $500 would include the interface and 10 credits for whatever base manufacturer you choose (Ford, GM, or Dodge) - tuning one Ford would use up 2 credits - but HPTuners isn't very complete at the moment for Fords and especially for the EcoBoost.
Even though I've been using SCT Advantage with my Pro Racer Package for 13 years, I'd still have to spend the $399 for the X4 and $100 for the license file to tune my SHO.
The only reason I'm playing around with HPTuners is because I bought it for tuning my Cobalt SS Turbo. I installed the K&N short ram intake and it totally skewed the MAF transfer function resulting in unstable idle. I also bought the GM Stage 1 parts (3-bar MAP sensors, adapters, etc...) and made the necessary tuning changes rather than pay full price for the official GM calibration. It just so happened to work on my Mustang, and I used HPTuners to datalog and clean up the MAF transfer function using SCT Advantage (which I bought in 2003 to originally tune my Crown Vic).