Hi there,
There are two points in one here.
First what Stony is proposing: allowing a designer to offer a variety of design with the same e 3D model and different texture as a single model. This very important to avoid the useless multiplication of models in a shop and to avoid useless checks on identical models by Shapeways team.
The second point is to allow customer to customize their models by themselves by uploading their own picture.
See these examples:
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Double Puzzle-15
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Square Fabric
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Sphere Ring
Without customization those 3 models make little sense for customers and will not sell.
Currently this customization goes through the designer that has to download the image (that was previously uploaded by the customer) swap the image of the customizable model in a zip file with that image and upload the resulting zip file to Shapeways so that it is visible by the customer and (s)he can buy it.
By allowing the customer to immediately see the result of his/her customization after the image upload, not only (s)he will have a more fluid purchasing experience, but (s)he will be part of the creative process. At that moment you really will be allowed to call this "co-creation". I used to offer this kind of customization on FCS (for marbles). And honestly my added value in replacing one file in a zip archive is nearly zero. My only interventions were when the proportion of the image was not the one I asked. Cropping images is not very fun. I prefer spend my time creating new models. I stopped offering customized models for this reason.
So to sum it up, if Shapeways really want the Full Color materials to be successful they must take all the initiatives to ease the process of adding colors and images to the models.
And this proposed initiative is a low hanging fruit. Automating the replacement of a default image in the zip archive of a model by the image uploaded by the customer is technically very easy, and the benefits for both the customer and the designer are really huge.
So, what are we waiting for?