he is supposed to have said it when competitors started to draw customers away from the model t ford by offering a choice of colors and similar.

at the time the model t was available in one color, black, and one t-ford was just like any other t-ford.

basically its a contradictory statement about allowing customer choice, as long as they choose the way the seller tells them to...

http://en.wikipedia.org/wiki/Henry_ford#Model_T

heh, looking at that page, it seems my recollection of it is a bit more dramatic then the actual facts.