What are the most remarkable customer experiences that you have seen with startups?

As the technology advances, there are more and more breathtaking startups with (until recently) scifi technology and products. There are so many cool gadgets that I simply can’t choose what to buy or what I “need” more. Don’t get me started on the various services making your whole life easier, from banking, insurance, health..you name it. However, customers seem to be spoiled a bit, they are very picky and hard to satisfy. Which are the most remarkable customer experiences with startups in your opinion?