Difference without value is no difference at all. Think about it.
For your company to benefit from doing something different, you need to offer a difference that´s recognized by your market as something that has value. Otherwise, who cares?
For instance, if you support 50 different colors, but your market doesn´t care about color, the difference you offer (50 colors) has no market value. No one cares.
The only features, functionality, and difference that matters are those things customers are willing to buy.
Have you seen a product or service with countless features, functionality, and difference offered that no one cares about? Technology companies come to mind and their myriad products and services — just look at their marcom and spec sheets.
Any other good examples?