To put it briefly, contrary to what many have said, there is no paradox in the customization vs. privacy issue. However, businesses do mislead sometimes; I think this is mostly inadvertent. In order to properly implement personalization, organizations must remember the human element of the equation in addition to being open and cautious when gathering personal information. While personalization is desirable, people also desire transparency and a feeling of control over the information they share with others and how it is utilized