"It has become appallingly obvious that our technology has exceeded our humanity." - Albert Einstein. That was the opening of an exploration of one of my favorite topics: personalization strategies. There is so much information that I would love the stores and on-line businesses that I do business with to utilize to improve the interaction and personalization for me. Amazon does a so-so job, Microsoft does much better, but the possibilities are so much greater. For mobile devices, where input is either difficult (tiny keypad) or problematic (voice recognition circa 2001) the ability to have a continually updated profile would help so much. Privacy rights advocates could be assured of identity separation via a key-type process.