Also, the Lotus based Roadster is/was very cool. I have no opinion on the new model, I havn't seen it. But vibe of the whole setup is [was] more 'Gagosian' than Apple store. The McClaren F1 was sold the same way, in London. The cool part, and the reason I walked in, was they had a work-bay w/Snap-On tools integrated into the space. You don't see that every day. That made it kind of cool. =D

[1] http://en.wikipedia.org/wiki/McLaren_F1