This carbon composite, Y-framed bike (designed by Harald Cramer) features a donut seat. The saddle isn't round, but it does have a hole in it to purportedly cool your bum. Oryx will custom-make each bike which begs the question of how much these two-wheeled speedracers will cost. These bicycles seem suited for professional biker-types or anyone else who wants to shave 1.8 seconds off their best mile time.

Implications - As the North American market becomes saturated with similar products that are readily available to each social class, consumers are finding it difficult to differentiate themselves from their peers. As such, customization in items is becoming greatly valued because it offers consumers the validating sense that what they are buying is one-of-a-kind. Corporations should follow suit and offer highly customizable products.