On a serious note, does personalization equal passion equal the need to express oneself? Passion coming from the “end user” that is. (i hate that word, user, its not like we’re not talking drug users here) Anyhow, think about it, when someone really loves something inanimate, like a car, or a laptop or a vespa, that’s when they take the object to the next level by making it more their own, by customization. You don’t see too many people customizing their Camry’s do you, just not inspiring in the first place. That said, seems like passion begets passion.