I was thinking about this in relation to interfaces. Customization was in the digital world from the beginning, because it was built by devs, they were different, like all people, and they understood that different people are comfortable with different things. Managers set the trend of deciding for the user what and how it should look because. Years later, they implement customization. Turns out users actually want to be in charge in their screens. Trying to create a universal app with one button is just trying to create a walled garden. It will fall.