The Internet is a medium only at the bit level. At the human level, it is a conversation that, because of the persistence and linkedness of pages, has elements of a world. It could only be a medium if we absolutely didn't care about it.
David WeinbergerPersonalization is the automatic tailoring of sites and messages to the individuals viewing them, so that we can feel that somewhere there's a piece of software that loves us for who we are.
David Weinberger