It may well be, but there is a different view: "We do not know how to make a $500 computer that's not a piece of junk, and our DNA will not allow us to ship that." (Steve Jobs, October 2008; http://www.businessinsider.com/2008/10/apple-q4-earnings-ana...). About a year later, they did know and they shipped. I think that, for companies that have money (and, hence, time) in hand such as Apple, Google, IBM, Microsoft,..., that is the better approach.

Also, "looking unique" can mean that you are the first in a new market, or that you are the first in a non-market.