There is clearly a shift in the market and our buying behavior is also changing. We are becoming more critical and do not immediately believe everything that is 'promised' to us. Words like 'customization' and 'personalization' are easily, and sometimes too quickly, put into our mouths. Although it is important to make a distinction between them.
Actually, it's best to compare it to a pair of ready-to-wear pants that you let the seamstress shorten a bit and a pair of pants that are fully custom-made. As you can read, with customization there is only an adjustment. Personalization, on the other hand, goes one step further.