Less Is More: The Magic of Personalization
http://www.allen.com/cgi-bin/gt/tpl_page.html,template=1&content=12&nav1=1&

Allen, Cliff
Allen.com
2003

Abstract:

I recently delivered a talk about using profile data to personalize Web site content. A question from the audience was: 'Do personalized pages take longer to download than static pages?' A good question because some people think the extra processing time of personalization will slow the creation and delivery of pages. The answer turns out to be a case of both 'less is more' and 'more is less.'