Michelin's new Pilot Sport Cup 2 tires might be a technological wonder with a bevy of innovative new technologies, but most people don't seem to care too much about tire tech, even though they really should. Because of this, Michelin is marketing the tires by visual appearance as well as performance. Using a new method of "micro-geometry" the way light interacts with the surface of the sidewall can be manipulated and, in this case, made to have a deep, soft sheen like velvet. We like the idea, but we'll need to see the tires in person to tell if it has really worked.
In addition to the new look, driving enthusiasts (as opposed to flossing enthusiasts) will be interested to hear that the Pilot Sport Cup 2s feature two different rubber compounds, an aramid fiber belt, an updated version of Michelin's variable contact patch that changes the pressure on the bottom of the tire so that more rubber gets to the road, and a 10% wider bead region for better lateral stiffness.