I kind of disagree....yeah there are the "standard" upgrades guys do to personalize the look of the bike that you listed but it goes FAR beyond that...you have guys that like the apes but also guys that do the drag bar, you have chromed out, blacked out, lowered, skinny bobbers, complete assortments of different fenders that completely change the looks of the bikes, spoked wheels, chrome mags, air shocks, open primary's, custom seats....quite literally every choice changes the bikes appearance and lots of times its performance...it may look like the same thing to the uneducated, but to people who have actually modified bikes see and appreciate the things you rattled off as common...
I mean honestly look at sportbikes....they are WAYYY worse....take pretty much any Ducati in the last 10 years or so and you will find the Termi Exhaust, the programmed chip, and some Marchesini wheels and the guy says he "Customized" it....