This a perfect example of Seth Godin's idea from the Purple Cow - Transform Your Business By Being Remarkable. Great story, home-spun approach, and a ton of attributes that together make Tito's Vodka stand out from the crowd. In other words, this is Scarcity at work.
I saw the Tito's ad that appeared on the back page of a magazine, and by saw, I mean I read the whole advert, start to finish. When was the last time something grabbed you like that?
My point is: if you cannot articulate what makes your product/service/idea remarkable, then you really need to ask yourself what you'll be doing in a few years/months time. Because the longer you remain average, common or adequate, the more opportunities you create for your competition.
