FAP is going to change the brand-customer relationship forever. If you're attractive, you get rewarded with a discounted price for your shoes. If you're unattractive, we ask that you pay more, hoping it incentivises you to work harder on being more beautiful for ATHEIST Shoes.
You can read more about FAP here: http://www.atheistberlin.com/fap
And this film is worth a look too.