I've used a few Vag-Com/VCDS (Ross-Tech stuff) and OBDEleven. Value-wise OBDEleven has been the best by far and as n10n said; you don't have to carry a laptop everywhere. I was dubious about using OBD11 on my Samsung S20 as I honestly thought it would be crap but... it has been superb and I have used it to adjust and tweak all sorts of things - just because I can. So far I have done:
Added teardrop wiper function and increased the delay to 10 seconds - makes a useful single wiper sweep 10 secs after washing the screen. (Gets that dribble that runs down the screen)
Reduced interior light time from 10.5mins to 30secs. Very good when camping as the lights seemed to take forever to switch off.
Changed coming home/leaving home to work through front fog lights. (avoids lighting my neighbours house up who lives opposite me)
Enabled auto lock/unlock of all doors.
Enabled developer mode and added SWAP/FEC codes for Sat Nav.
Enabled big digital MPH in MFD.
Enabled cornering lights on my wife's car.
Adjusted heating timer of front heated windscreen as it's too short as standard for me.
I originally bought it for diagnostic and DTC clearing and it's also very good for that:
Reset service timer after oil change.
Diagnosed which of the rear PDC sensors was faulty and cleared the DTC.
Adaptation/reset of starter battery when I replaced it with a larger 95ah AGM.
Clear all the DTCs I create when playing with things I really shouldn't...
Things to do directly with or with the help of OBD11:
Get rid of the start stop function.
See if I can enable the trailer function so the PDC does not see it when I have the trailer hooked up.
Get the electric side door working off the remote fob. (Button is there but doesn't work - this may be a locksmith job and not OBD but let's see)
Add folding side mirrors and code them in.
Set headlights to H7 or LED when I buy some.
Code in the rear camera when it arrives from Dav-Tec next week.
TBD....
In short, it was worth the Pro subscription I paid for and has saved me way more than if I had paid someone to do it all.