According to Brown, the first player customization system was practically a no-brainer. In a world that's gone from the chrome fins on a '57 Chevy to 21-inch rims and spinners on a Dodge Viper, car culture has always been one that prided visual flare at least as highly as horsepower. "We deliberately designed the game so that utility stuff -- things like armor -- wouldn't affect the vehicle visuals." Brown said. Conversely, the Tricks and Trims system won't affect a car's handling or turn radius -- it's all about expressing personal (or group) style and striking fear in the hearts of one's enemies. "Its helps people feel more of a sense of ownership." Brown said. "They earned it, they own it. They pimp it out to reflect the personality of their character or their personal style."