This question is kind of a «catch all» - bucket that can be used to evaluate whether the company in question does something extraordinary in some regard. (dhandho.dk)
He loved to take the ordinary and make it extraordinary with a dash of this or that and a handful of chopped garlic. (runnerstales.com)
Although it is a great tasting fish by itself or with just a touch of salt and pepper, it does transform into something extraordinary when you add seasoning and spices! (serendibbeginnings.com)