I think people who don't tune their cars also have some very specific requests on what they miss. It's just they never articulate their requests, because the only way to satisfy them would be to spend lot's of time and resources on tinkering.

However, I can see another counter-argument to my claim: not every consumer has specific requests for the product they're buying! Sometimes people are just not sure what they want. In that case, yes, I can agree that customization doesn't help. Moreover, having a limited set of pre-defined products helps to educate a consumer on what their options even are.

So, if a large part of consumers are the ones that don't know exactly what they want, then yes, you're right. I guess the distribution of “know-what-they-want” vs. “don't” depends on the product, although I think generally it tends to be that most people usually don't know.

Anyway, thanks for the good argument! Thinking about other products and industries, as cars, really helped, I missed that.