Brighter lights and a little customization.
I can understand the customization aspect, but the "brighter light" I would take issue with.
If the current beam pattern for a light that is aimed pretty much horizontal does not have the "brightness" you might like, it means the beam isn't covering the areas desired. By observation, USA beam patterns tend to give a false sense of security as they put so much light on the ground in front of the vehicle and less down the road and to the rh side, from my observations and comparison to the old E-code lights. That's from looking at them behind the steering wheel.
On the OTHER side of the steering wheel, so many of the newer, smaller HID or "white bulb" lights, due to their brightness AND compactness (meaning intensity of the light) can be blinding to oncoming drivers in a way that old high-beams were not. The "high contrast" lighting situation, where you have a very bright light against a black background. Then possibly magnify that for pickup trucks where the level of the headdlghts are basically at the same level as the car in front of you's inside rear view mirror. Which is another bad situation, which the other driver probalby has not every considered being a problem for others, I suspect.
Once I found some supplements to help with such bright light/dark background situations, things got better, but now it seems that every car on the road has these brighter/smaller lights on them. Might not be as bad in a metro area with a good bit of ambient light (street lights and buildings), but on a dark 2-lane country road it's a different situation. Not to mention the number of "lifted" pickups, or even the HD2500 that aren't lifted, that seem to desire these upgraded headlights.
By observation, it seems that whomever is designing the newer headlights is doing it more for styling reasons than performance (effective beam pattern). Projector beams are better without the "desirable" HIDs, but their beam pattern's only good thing is the sharp cut-off of the top of their beams. Which is a desirable attribute, which the old E-code lights were very good at.
Sorry if that might offend some of y'all, but it can be a pretty serious situation for some, by observation.
Just my own experiences and observations,
CBODY67