Sunstein says personalization may destroy democracy…but it’s wonderful for capitalism! Just look at this article on Nike:

Nike has relaunched a Web site where shoppers design their own shoes, choosing everything from the color of the famous Nike swoosh to personalizing the tongue with a word or phrase.

And speaking of democracy…

“It is really a democratic desire,” said Sharon Lee, co-founder of Los Angeles-based consumer research and trend consulting company Look-Look Inc. “Every person wants to say this is much more me and I’m not part of this kind of mass culture.”

I mean c’mon - how fun is that!