First, Sorry I didn't notice this until now.
Now to answer your question:
I heavily customize CSS with every template and usually move modules around. I wouldn't be able to sleep at night if clients didn't get a unique design.
and
No, I don't let any clients in on the club AND (more importantly IMO) I'm cautious with regard to providing details about the commercial extensions I use (JomSocial - iProperty, etc). My philosophy is that - When you buy a house you don't necessarily find out where the builder is shopping or how much he is paying for a garage door opener or a ceiling fan. The price you pay is generally based on amenities and square footage.
I do have a demo page which I have modeled after demo.gavick.com. This page has 5 templates in default form minus template name and Gavick information. I feel this is fair because it shows what I'm capable of delivering - plus, I didn't have much time to spend on a demo page, besides, I'd rather let finished work speak for itself. But I'm only in my third month, so there isn't much finished work to offer.
Something else I should point out:
I only operate locally. My local competition is from a company that has designed their own CMS. They have a fulltime staff of about 20 people in order to support the CMS and their clients. It's nice, but not worth the money IMO.
So, as I said, I keep private details about templates and commercial extensions. Conversely I promote the gills out of Joomla! as an Open Source solution for small businesses. Because unlike the proprietary solutions offered by the competition, Joomla! is a low cost solution that will yield massive returns well into the foreseeable future. I sell customers on the importance of open source - The community of 20,000+ supporters (emphasis on The Bug Squad).
Whereas my pricing is based on a onetime payment of $800, the competition is charging $4000+ and a monthly service fee of god knows how much.
My cost are infinitesimally less than my competition, therefore my price is substantially more appealingly to potential clients. My prices are based on COST (Clubs, Individual Extension Licenses, Hosting, SSLs, Professional Sales Representation, etc) and TIME (Research, Installation, Configuration, Design, Content-Insertion, Implementation - even Educating the Client on how to use J!).
All of my prices are available UP FRONT on my site. If anyone wants to take a look and email me with their thoughts, comparisons and whatever else, I'll happily talk a little shop.
NOTE: I do require a $120 hosting charge for the first year in order to guarantee each site against bugs and security issues. This covers security audits, back-ups, updates, and hosting on my VPS. After the first year, clients may transfer or re-up.
PS:
I really like your style, but at this stage in my business it wouldn't work. I don't have a loyal enough customer base or word of mouth yet to encourage that level of individualism from the clients.