Here is another case of customization being used:
http://www.smart.com/is-bin/INTERSHOP.enfinity/WFS/mpc-us-content-Site/en_us/-/EUR/Smart_CC-Line
This is a Smart-car webiste, those tiny little two seaters you might see driving around.
You can custom design your own.
Just another example of how companies are taking steps to offer their customers complete customization.
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