Went to our LBS yesterday to look at some bikes with my wife. Was a little frustrating...
First she sat on a nice Giant Anthem Advanced SX: nice bike, fit well, good parts, it was light and was a good value. Problem? She hated the colour.
Ok, so next she sat on a Santa Cruz 5010: nice bike, fit well, parts not quite as good, a pound heavier than the Giant and $1.5k more than the Giant. So it's out, right? Nope - colour is better so it's now top choice. Except that it's a pound heavier, which is no good, but can be fixed by spending an extra $1.5k to get the top-level carbon frame and better build.
So basically spending $3k extra to get the colour she wants. I told her I'd buy a spray bomb for $6.99 at Crappy Tire and paint the Giant any colour she wants. She wasn't amused.