Who Are You Going to Punch in the Face?

Love this unique positioning statement from tunecycles.com:

“Where most shops get filled up with a sea of bikes on the floor to sell, TUNE Cycles focuses more on you. We want to build you the perfect bike to compliment your riding style and body.”

I could also envision copy that shares their unique perspective on the downsides of buying a bike off the floor.

What’s your unique perspective?  What common way of thinking are you punching in the face?