Black or white? That’s the only decision the customer has, because all the other specs are identical and not a subject of change. Some may think this is limiting the customer – for us it’s the base of the idea: They receive not one e-mail with the two offers, but two e-mails. So they have to make their decision even before they know what this is all about. And in their e-mail accounts, we have double the space (and double the impact) to catch their attention – by the simple question "Black ... or white?"