You might do a little better with an ECU tune set for 91 octane than a jb4, but there is only so much you can do on 91.
The bad thing about an ECU tune is that if you decide to bump it up, with 93 or E30 or anything else, you need to pay for a new tune and reflash your ECU. With the jb4, you have 8 maps available to you to shift on the fly at no extra cost.
The closest thing to this for an ECU tune is the Sxth Element EK1 product which lets you flash your ECU yourself with new tunes, but this is not on the fly, is very new, has higher upfront costs, and each tune is going to cost something as well. It sounds like a great product from what I have read (there is a thread on this forum) for hard core tuners, but not for the backyard enthusiast.