^
As said: every produced car would be unique - so no two cars would be same. Of course additionally some individualization would be possible.
Why RR / BMW are considering that (and who are the crazy potential buyers)?
When RR concepts were introduced some RR customers were ready to pay enormous sums to buy the particular concept car. I'm sure RR / BMW will be able to make an auction, and sell eg. 100EX for at least 20 million Euros. But Concept cars are not for sale, (un)fortunately. Therefore RR are considering to coach-build about 50 examples of unique super-sporty & super-luxury RR - for a ridiculous starting price of 5 million euros. I'm sure the delivery is included in the price.
Btw, not only BMW are offering RR customers exceptional options of customization of Phantom cars, they also offer these buyers a design services by DesignWorks: eg. designing interior for Phantom garage, or the jet interior, or the yacht interiors, special RR-badged cases etc etc ... All to fit the customized RR Phantom etc.