Why Personalization Hasn't Worked
http://www.gerrymcgovern.com/nt/2003/nt_2003_10_20_personalization.htm

McGovern, Gerry
New Thinking
2003

Abstract:

Personalization hasn't worked because most people don't have a compelling reason to personalize. It hasn't worked because the cost of doing it well usually significantly outweighs the benefits it delivers. It hasn't worked because managers have seen it as some Holy Grail of content management.