Yeah, the chips are just a pair of EEPROMS - so if the chips are removed, and you have the correct EEPROM programmer then you should be able to read/program etc the chips.
That would then just give you a hex dump of what's programmed into the chips... figuring out how it relates to a fuel map, and which values to change is the bit that the tuning specialists would know. Hence it's easier for them to send a couple of pre-programmed chips that are just swapped out. Some EEPROMs can be finnicky to program aswell, and it's a bit more involved than what most 'home users' would want to be doing, so the plug-and-play solution is by far the easiest!
As far as i know once the ECU has been set to robust nothing in it can be changed and a new pre programmed fuel map chip is needed. But i am not in any way an electronics bod.