I don't think the authors completely considered how readers would react to their use of cows as an analogy for personalized learning. Still, in an odd way, it works: "the specific feed mixture and the milking schedule is individualized at the point of feeding and milking, tailoring diet and schedule to each particular cow." These cows have more freedom than the average schoolchild! The authors advocate "an approach called adaptive customization that moves the point of personalization in the production and supply process as close as possible to the end user... he means by which learning is transferred into improved workplace performance can be conceived as a process." The article needs, I think, to explore more precisely what we mean by learning and development personalization techniques and tools. They need (in my view) to be open-ended and promote user agency. Just as for the, um, cows.