In the past, you had to be a billionaire to enjoy such a personalized experience. The history of industrial capitalism can be seen as a journey from delivering things en masse to delivering them on a personalized basis. At first, people had little. Then, they all got the same mass-produced stuff. Then, as disposable income grew, people started yearning again for things that were boutique or organic or custom. The market obliged, enabling more people to access things that “nobody else had.” This made people feel different, but they were still “different, like everyone else.”
But capitalism is powered by disappointment. As Jeff Bezos put it, “Customers are always beautifully, wonderfully dissatisfied.” People always want more. Buying products and experiences that are exclusive to a smaller group is nice. But you know what’s even nicer? Products and experiences that are exclusive only to you — that address your own unique needs and express your own singular personality.