So when you build a Hyundai online, the price is displayed in the top right corner. (The red box is mine.)
Anyhow, as you select options, the price changes with a flourish. Since they start you at the base level, you're constantly pushing the price up as you add radio, doors, tires, etc.
So this little flourish, which looks great when telling you how much you've won at a slot machine is actually quite annoying when the price is ticking up by two or three-thousand each time you click another option.
It's almost as if they're jovial that they're about to get more money from you every time you add something else.
I think it should be a very subtle adjustment and not call attention to itself.