"They've mastered a process that can basically take any digital image and sublimate it into a powder coated finish. This "Rockcity" frame was made for a customer who wanted a bandanna-like orange paisley design—not our first choice of graphics but dope nonetheless. It also features a matching front Deep-V rim that was also given the same patterned treatment." Via Animal.
Definitely a good idea and something many people will be making use of. The only problem with such an option is, just like with something like Nike iD, people with bad taste also get to use it. But overall definitely a nice move.