How about a website that none of us can read? This site is one of the IKEA sites and puts a sort of spin (wink, wink) on selling kitchens.
So where does something like this application fit in with Hilton. Good question, but the concept of selling an image is something IKEA does well. I think VW does a good job of this as well.
I think the trick here is making sure the customer chooses the correct option(s) that fit their lifestyle, not the option(s) they wish fit their lifestyle. For example, you don’t show a recent college grad driving a VW Phaeton, but the Jetta.