"What's in a name? A rose by any other name would smell as sweet." -- Juliet

Does it matter what we call "Personalization"? I think it does, and the industry is struggling. Today I heard a new proposal, "Personification", which would be used to address some level of privacy concerns. What we need is a Taxonomy for Personalization, and it turns out I'm not the first person to think that. So that's what this episode is all about.