When I bought my new Bianchi road bike last year I paid $200 dollars more so I could order one in that beautiful celest (aqua) color that has been Bianchi's trademark color for years. For some reason they did not make the Bianchi Veloce I chose, in that color for a few years. I could have gotten the same bike in a perfectly good red that the bike shop had on the floor for less, but I just loved that celest color. Oh, for the $200 bucks I also got a 30 speed bike instead of the 27 speeds that were on the older modles.
My daughter deccided that her top priority for getting a new bike was color. She wouldn't even look at a bike unless it was pink which limited her choice quite a bit. She finally found one she liked at the price she was willing to pay on the internet.