Amazon's tabula rasa offers food for thought on outsourced customization.

We already know that typefaces can improve our memory but what about our sense of identity? Commenting upon the Kindle, Harry West of Continuum Innovation writes

“The different covers of the books I used to read, with their different typefaces, designs, and colors, added to the richness of my life and connected me to others. I want to show off what I am reading; it is one of the ways I express myself.”

West is dissatisfied with how generic the Kindle reading experience is. He considers it lacking a capacity for personalization, which he considers a key stage in the design process:

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