As repeated here relentlessly, incessantly, ad nauseam, Surprise is not a one-off stunt; for it to truly pay dividends, it has to work as a continuum, an on-going process of "What Will They Think Of Next?"
Here's two people who get it, and give it, big-time:
--J&D's Foods follow-up to Bacon Salt: Baconnaise (also certified Kosher!)
--Richard (Sir Surprise) Branson providing thongs to Business Class patrons and "Women's Only" toilets on Virgin Airline's new Australia-USA flights. As he puts it: "I think those sorts of things will show a sense of humour ... and we're not like the other guys."
What will they think of next, indeed.