There are a lot of things in there.
On the question of safety standards and whether they have a higher standard, it's not really whether the product is safer, but that they seem to have a higher perception. Every customer wants to say “Do something special for us so we can show that we are different”.
The reality is that it's all safe product, but for some customers you want to do something a little differently. I would certainly make that point to reassure all the other customers that what they're getting is not less, it's all equally safe.
I'm trying to remember where you started your question.