Any good sales person knows that you don't give the same sales pitch to every prospect. You customize your materials and presentation to what the prospect wants to hear based on a bunch of factors (industry, experience, business challenges, etc.). You can also get custom golf clubs made for you, and it costs about the same as a similar set of "normal" clubs. And Cafe Press has made a whole business out of making apparel and promotional merchandise one at a time. Finally, there are technologies to allow billboards to change content based on time of day and weather conditions. So, if the web is the new and best medium for marketing and sales, and software and web pages are just code that can be altered easily and automatically by computers... why do so few websites customize content based on who is using the website? The answer is because there are no good tools to allow most businesses to do this easily. For those of you who know me well, you know that I am joining a startup, and this is one of the problems we will be addressing. You can check out the HubSpot online marketing website to learn more.