I think the same can be said here. Re-mixing a standard and making it your own is where the sweet spot of product innovation, user experience, and ultimately marketing are.

Newness for newness sake can end up looking like trash or simply incomprehensible or a major pain to use and understand.

@seth — Moo. I understand the point you were trying to make — but it just seemed to contradict well established Godin canon.

Ben & Jerry's should use cones, not serve the ice cream in cryogenically frozen jello. They should sell the ice cream at the supermarket, not a funeral home.

The point is, you don't change EVERYTHING when you want to be remarkable. And the stuff you don't change should tell a story.

But he's listing things that could be made better by being remarkable.
All airports should be designed the same with no interesting differences?
Some of the most interesting people that I meet at conferences are the ones who don't "look right"

I get his finer point that there needs to be a basic framework that people can be comfortable with — but the entire premise of Purple Cow is to be different