Seth Godin wrote yesterday about the benefits of customizing your web site so that you don’t treat everyone the same. Seth’s a very smart guy and this is a major trend. But I’m a contrarian.
I get quite annoyed when I point a friend to something on a web site, but they don’t see what I see. Or when I return to a web site multiple times and it has changed, so I have a hard time getting back to something I want. This is especially annoying when it appears that the site thinks it has “learned” something about me from my online behavior but doesn’t tell me what that is.
Give me a little less intelligence, and a little more predictability.