Customized Heroes

I'm a big fan of product customization, even in the most simplest forms. I stumbled onto this link where you can build your very own super hero based on the tool's capabilities and your imagination - thanks to AFD Studios. But looking at the bigger picture, there are a lot of companies that can learn from this simple hero tool. Many have already taken a shine to customization, and with great success IE Nike shoes, Dell desktops, Scion vehicles, social networking profiles etc. But how far can customization reach? I think we should all take a look at the products we purchase and see who is appealing to our individuality and who is missing the mark. People are inherently drawn to products that provide them with these very freedoms, to no surprise.