Alex's point of view on customization

As far as NikeiD is concerned, Alex made an interesting point in one of his blogposts about the purpose of customization and the new dimension it can give to a product.

I like the idea of custom product. The fact that it's being done by a huge company like Nike is interesting. Assembly line, automatic production takes the heart out of everyday items and doesn't allow for the product to speak enough about its owner.