""In the early days of the Web, technology limited the amount of personalization that was possible." This was written by someone apparently too young remember the early days of the web. The early web was ALL about personalization.  There were no templates, and no site builders online.  The design language of the web hadn't yet been solidified and corporations hadn't taken it over yet. Every month new versions of Netscape came out with new features like frames and JavaScript, and companies began making plugins like Shockwave, that allowed individuals to experiment and truly build unique and personalized sites.  It was an amazing time and no product can ever bring that level of personalization back to the web. "