Reading about ‘Intelligent’ design personalization at bbc.co.uk i wonder a bit about this tool. Firstly, I’m a baseball follower, but have no interest in any other sport. So basically i may click the sports area quite a bit for a few months, then not at all for eseveral more. does the box stay dark blue? Is it smart enough to fade, then go dark agian during spring training? Or what if I’m following one news story, but generally I’m apathetic about the news? This sort of customization might seem to make sense at first blush, but humans are not fixed in time — different things are important at different moments. Once the design can understand humans as changable creatures, I think they’ll have it.