TDD as Part of Your Marketing Pitch

I just finished listening to my coworker, Chris Woodruff, interviewing Josh Holmes at CodeMash 2008. It's a great interview (if a bit too long, honestly).

One of the things that really grabbed my attention was when Josh mentioned an acquaintance who includes an absolute commitment to test-driven development as part of the marketing message from his consulting company. This acquaintance proudly makes known that all builds at his company automatically fail if the test coverage is less than 100%.

I've heard that before (actually, from a local competitor of ours).

I can't help but think: wouldn't it be fantastic if we could include an absolute commitment to quality, backed by TDD, as part of our marketing message? Competitive advantage, anyone?