As flash drives are pretty much "Plug'n'Play" there's very little that a manufacturer can include with the drive in terms of bundled extras. OCZ have included both a lanyard and a USB extension lead with the Rally2, but one thing i think would be great on drives of this capacity is some pre-loaded freeware utilities that might come in useful for the average end user.
AppearanceWith very little technical difference between most flash drives the only distinguishable features to most users will be size, price and appearance. Most people will know what size drive they are looking for depending on their budget, so when faced with multiple drives of the same size and similar prices the deciding factor often comes down to appearance.