I was discussing the same topic with the guy (forgot his name) who owns the US rights to
Trillium before he moved from Sacramento to Carson City. I told him he needed to design basic "packages" such as the
ECO version or the "Sport" package much like they do in the auto industry. Then target each package to it's target audience. For instance the
ECO package would have
solar, a very small earth friendly manufacturing footprint (ie natural fibers vs nylons). Target it to Whole Foods/ Earth Conscious types or the Sport version could come in a variety of local team color options with special bbq's and coolers great for tailgating, etc. The options could go on and on. I guarantee you
paint up a little egg to look like a team helmet and go to a tailgate party at a stadium and you'll be on the newscast that night. LOL!