In a world of Starbucks, you can order every type of coffee under the sun, your way, to the point you aren’t even sure its coffee anymore: “Quad, Grande, 6 pump, whole milk, a little dry, no whip, white mocha.” Some of us are such Starbucks regulars that the barista doesn’t even have to ask us our order anymore—our “usual” is blended up and waiting before we hand over our Visa. In this increasingly individualized world, personalization is all the rage.