How to alter the content shown in the select of the product reference widget?

I have spent so much time trying to figure out if there is a way to change and personalize (and even filter) the content list shown in the select of the product reference widget, or anyway in that field.
In the select options, products are listed just in the form of SKU - Title, that might be good or not enough ...
I tried all the now available contributed modules, like Commerce Product Reference View Widget and VT Commerce Product Reference Widget, etc, and even this last ... entityreference_view_widget.
But no luck, any satisfaction ... no good result.

Which is (would be) the proper way to change/extend/personalize the format the product info are shown in the select reference widget?

I am really missing on product_reference what references (node & user ...) is able to do with views? I mean to re-use a reference view inside the select options ...
How to get the same in product reference?

Tnx for any help ... !

Posted: Feb 7, 2012