Pros and Cons of Personalisation
http://infocentre.frontend.com/infocentre/articles/prosandconsofpersonalisation.html

Farrell, Tom
Frontend Infocentre
2001

Abstract:

If there is one subject guaranteed to get two web designers arguing, it is almost certainly personalisation. The promise is obvious - a website tailored to each individual who uses it, highlighting items that will be of interest to his or her particular profile, and consequently saving the users time and providing a superior user experience.