I'm not enthusiastic about David Wiley's definition of personalization (" personalization comes down to being interesting") but I think he shares a great example of personalization done wrong: " Imagine if your only option for watching movies was to login to Netflix and watch the movies it recommended to you, in the order it recommend them. Who wants that? Who would pay for that?" Exactly. That's why I use the term "personal" learning: to disassociate myself from systems like that.