Unlike other companies which offer to spray paint or tattoo your gadgets, ColorWare purchases brand new electronics and colors them with a proprietary coatings system. So instead of covering your new nano with a blue plastic case, you can order it directly from ColorWare in whatever hue you want. With about twenty-nine standard colors to choose from and thousands of color combinations, you are guaranteed to have a unique Apple nano, iPod touch, iPod or iPhone. Usually I wait until I get sick of the manufacturers color before I buy a new bright case, so I don't know if this is something I'd go for. But then again, the idea of having a turquoise and purple iPhone is kinda fun. Wondering what the price differentiation is? Well to give you an idea, an 8GB iPod Touch costs $299 from Apple, whereas a customized iPod Touch from ColorWare costs $395. But then again, it does come personally designed by you!