Stock on most cars gets a little boring.
It becomes a matter of choice and money as well as a personal preference as to wether you want something individualized.
Tires/wheels are a good start. I'm considering them now on mine. Lowering is also a personal taste thing. Mine is already lower than most (~ 1 1/2" the way I bought it), and yet a friend with a E-430 thinks lowered cars look like a hispanic trait (yeah they started it, and it looks good) but then he likes pickup trucks.
Since my car is already black, I'm considering blacking out the grill, window tint, and black painted alloys wheels with a exposed alloy outer rim. (then again I might go with a dark grey for those accents)
I come from a background of modifying old muscle from my Detroit days, so individualizing is a preference to me. (even did a Vega with a 400 small block)
Lets face it. Stock isn't everyones cup of tea on Mercedes or there would have never been a market for AMG. Us that cannot afford AMG, or want differing changes need to make other considerations. Even being older, doesn't circumvent this desire. I am not the old man in florida wearing the hat that everyone avoids. Stock gets a little boring for me, but I understand it for others.
To each their own.
aardvark