If the key to designing great product is getting inside my life and getting how I use what you make, then custom-izing for the custom-er is the highest form of designing. Like Hugh and his partner are doing.
As of now, we see this level of custom-ization as too expensive for most of us to afford. Even though we've written about "mass custom-ization" for years, we haven't yet figured out how to deliver it at prices that are truly competitive.
Now we have the long tail phenomenon becoming more and more evident, which puts us closer than ever to having custom-ized access to whatever I want, as long as it's digital. Custom bytes on demand.
In the atom world, we're getting close to personalizing, custom-izing, lots of different kinds of items.
Soon, someone's going to figure out how to really unleash this potential, and we'll be off to the races.
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