If you buy direct from UpRev themselves, you get an actual license of your own and you always get a cable.
Standard lets you basically load/unload whole flashes made by others, run Cipher diagnostics, etc. You can't custom-tune anything yourself, not even per-map rev limits. The flashes would be made by UpRev themselves (via the eTune service based on your Cipher datalogs), or by a licensed UpRev tuner company on a dyno.
Tuner gives the ability to tweak almost* everything yourself. You can still use a professional tuner, but you can also tweak the tunes they give you and custom set your 5 maps, etc, instead of asking them to do it every time.
You don't have to buy a license/cable of your own at all though. You can just go to an UpRev-authorized tuner shop, and they'll dyno tune your car and load UpRev-based software with the maps you choose, and charge you some standard fees through their own shop. In this scenario, you go back to the tuner for any changes (they should provide you a binary copy as well, in case you want a different/future UpRev shop to work from their baseline).
* - re: "almost": the Tuner license can't disable NATS (the anti-theft system in the car), and is married to a single VIN. Whereas the Pro license that dyno-tuning shops have can program multiple customer car VINs and can disable NATS if requested.
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