British broadcaster BBC personalizes the homepage for the national and international editions. You can choose categories, colors, and the number of items per category. No commercials are shown (mf, Dutch). Thus brands more and more start to provide consumers the information the way they want it. Now by actively make changes, soon BBC will look at what we watch, what colors we like, what reaction we give, and then automatically will adapt the content selection, the colors and the dynamics. This is a small step in that direction. And in the long run the information becomes so personal and relevant, that we are more than willing to pay for it.