I have been dealing with this very issue for about 10 years. Couldn't find a bag that suited me much less my lifestyle, so I invented a new category. This has been a very long journey. Now the problem is how to commercialize my idea. You nailed my biggest hurdle, to many their carrying case is an extension of them. My case has a split personality. Take a look at letrav.com to see what I mean. Your are right, we buy what looks good but it also must function in our daily lives. Still working on perfection.