Few people are interested in information that matches your tastes. An example of information relevant to everyone would be where to buy environmentally safe products. It's within everyone's best interests to receive this information. This is where reverse-advertising comes in. Users are engaged in buying, selling or trading goods and services, and are using the medium as a place to do business.
Users have a strong sense of what they want.
They want to solve problems and get involved in the process when problems arise. Customization is a difficult, time-consuming task. This is where the best qualities of the computer come into play. Computers are designed to manage large quantities of information and the part of the computer that will do the managing will be something akin to a personal assistant or agent. Your agent, a personalized piece of software, will work on your behalf, making decisions for you, freeing you from simple tasks like sorting and counting.