Nice article. Basically what Seth Godin talked about with his "Purple Cow"
Yes, this article made me think of Seth Godin as well. It's about doing something "remarkable" in a very literal sense. Something that causes people to remark on your product or service. And to do that, I think you really have to have a good idea of who your customer is and know what would please them enough that they feel compelled to remark on it. Then make sure that you are offering it to them.