I reject the framing. The problem isn’t the lack of personalizabilty(?) or customizability. The problem is that we’ve collectively allowed providers of content to warp the www into a state where they have the ability to control our experience. Consider what the web would look like if instead of html and JavaScript, it only consisted of a content description language devoid of any ability to control layout, fonts, col…
But the Web became about branding the moment they introduced images and font choices. I remember designing a website for my local skate rink in 1997 that had a left navbar with buttons I did in photoshop and cut-n-paste javascript to add a lens flare when you moused-over them. Haha! Suh-weet.