Personalization also gives us what we did not know we wanted. For example, Mitsubishi now lets you customize your vehicle on their website. Your personalization can get as specific as the type of stitching for your cars seats. Just click the order button and you can pick up your virtually customized car in real life. This is the exact appeal of personalization – it is not the cookie-cutter experience you can get anywhere. The internet collapses exclusive spaces and brings everything to everyone. Business are left to compete with either lower prices or higher personalization. Either way, you win. If that does not make you feel special, then we do not know what will.