IMO it really sounds like the former... In recent years, I really think Porsche has set the tone for customization, though others (notably Ferrari, Lamborghini) have taken this to new heights in terms of materials, craftsmanship. It sounds like SRT is attempting to replicate some elements of this. I say 'some' because I think they are much more conscious of the price-point at which they need to hover around. No one bats an eye at a 200k 911 Turbo S (though, perhaps they should given the insane depreciation). I think it will take some years for SRT to establish its bona fides in the customization department, but it sounds like Ralph is pointing SRT in that direction, which I applaud.