This video produced by Marble.com is a good example of how a countertop fabrication company works to stand out. The focus of of the video, edge profiles, is also of interest as it shows the numerous possibilities.
This company tries to differentiate itself by offering a large variety of edge profiles, some it claims are unique to it alone. This also seems to be a great upsell to get more value from each job, while offering more value to each customer.
You may also be interested in this video on exotic granites and other natural stones.