ok, you say we could use custom fields and variants to do what we need, however the "product listing" view doesn't show these items, it shows a "choose options" button, are you saying we can get it to show custom fields or variants in the "product listing" view? (not to be confused with the "product page" view, which we now know can't display more than one product at a time on the one article). If so, how can we do this?
I just want to make sure we are talking about the same thing 
We are effectively trying to make it less clicks for the customer by removing the need to go into the "product page" view to choose their options.
Thanks again.