[zuminator]

The article isn't demanding that services be personalized. It's just saying that if they are going to personalize things, the user should have control over it, and not some obscure algorithm. It's like if you walked into Target and everything on the main floor was orange juice and socks because you happened to buy OJ and socks on your last visit. And every time you went back to Target, the shelves would be completely rearranged based upon your previous purchases. That's great if you buy the same 3 or 4 things every time. But then one day you go in there looking for a jumper for a nephew, and there's no discrete boys' section because it doesn't fit your single childless demographic. Just rows and rows of orange juice, and also apple juice which you hate, but it 94% matches your predicted preferences.