Let me try to explain the differences between a cal flash and a full flash.
The PCM flash memory is split up in to sections, Operating System and Calibrations. The Operating System contains the program that actually runs the engine (much like Windows runs your PC), the calibrations control how it is run.
When tuning a vehicle you would normally only ever need to perform calibration reflash as that area contains all the tables you see in the tuning program. When you do a Full reflash both the operating system and calibrations are flashed in to the PCM.
We sometimes hear people say that the PCM did not take the reflash correctly, or no difference was felt. Without diving in too deep all I can say is there is many steps involved in programming the flash memory of the PCM, it's impossible to 'sort of' flash the PCM, it either flashes in 100% or your car doesn't start, it's a simple as that.
Cheers,
Ross