Season the beef with plenty of salt and pepper.
In a large Dutch oven, heat 2 tablespoons vegetable oil over medium-high heat. Brown half of the beef (about 10 minutes); remove to a plate or large rimmed tray. Repeat with the remaining beef; remove to the plate or tray. Drain off the excess liquid and fat from the pot, but leave the browned bits in the bottom of the Dutch oven.
Add 1 more tablespoon of vegetable oil to the pot and heat over medium heat until shimmering. Stir in the onion and jalapeño pepper (if using), cooking until the onions are softened, about 5 minutes. Add the garlic, chili powder, cumin and oregano; cook and stir until fragrant (about 30 seconds). Stir in the broth, scraping up any browned bits from the bottom of the pot. Return the browned beef to the pot, along with any accumulated juices from the plate. Stir in the crushed tomatoes, tomato paste, and sugar.
Bring the chili to a boil, then reduce the heat to low. Simmer over very low heat for a total of about 3-3 ½ hours (or until beef is fall-apart tender). I prefer to simmer the chili uncovered for the first two hours so that it’s nice and thick, and then put the cover on the pot for the last hour or so. Stir the pot occasionally as it simmers, and add more broth to thin to desired consistency (if necessary).
Stir in lime juice just before serving and garnish with optional toppings.