Getting serious about remarkable
It's not sizzle or hype or a fad, not when you're serious about it.
Consider FCP Euro, for example. They sell high-performance auto parts. Things like brake pads, oil, oil filters, etc.
People always whine about the fact that they can't possibly make their boring stuff remarkable. That's silly.
FCP has the following policy: Everything is guaranteed for life. Everything. For as long as you own your car. Send it back, they replace it.
Even the oil.
Even the oil.
Think about that.
And yes, it works. Do the math and you'll see why.
If someone can make used motor oil remarkable, what can you do?