In many cases, information cuts across categories, making it difficult for the system to know the user's real interest. This topic appears in the financial news category, but it also has applicable attributes such as web-related, Disney entertainment, and business. The site must decide if it will show this user stories relating to all these topics or choose just one. If the information space is designed well, then this choice is easy, and the user achieves optimal information through the use of natural intelligence rather than artificial intelligence. Mr. Neilson argues it is impossible for a website to know exactly what a user wants and needs at any particular moment.
New curiosities arise.
If a site becomes too personalized, today's forgone choices become eliminated from tomorrow's options. Individualized sites must take precautions to avoid forcing users to go elsewhere for desired information because the site stopped offering it to them. Individualization works best when used sparingly at news or e-commerce sites where users visit repeatedly and display similar patterns of interest. The site may suggest books based on books ordered by people with similar interests, or services used by people with similar demographic and psychographic characteristics. When someone needs to choose between a variety of options with which they have no experience, they often rely on the opinions of others who do have such experience.