Hey, didn't see many posts for Gen 2 reviews of Anthony's reflash so I thought I would post my experience. Background - coming off a 2008 FJR with 55K miles, wanted something more comfortable and get TC and cruise control, so found a 2014 ES with 4K miles and fully farkled (also have a 2005 SV...
i have Anthonys and concurr its a big improvement, totally worth it. Theres a dyno tuning shop out in seattle than has a ecu mail in service which is supposed to be even better. Im very tempted. I was intimidated to take out the ecu myself but its actually not bad at all.
There's a lot of info on this here, go look under the Power/Exhaust sub forum here, there's another sub under it called ECU Mapping.
If you're in the states, Anthony. In Canada, Speedlabs. In the UK, I think the shop is Wiz (not sure about that). Those are the places lots of guys have been happy with.