The theologian Madonna had it right. We all long to express ourselves. We wear shirts with logos on them. We like brand names. There’s something about it.
But we take it a step further. You’ll not only buy the Gap shirt, but you’ll customize it. You need to rock a mac, but then put stickers all over it to make it yours. It’s not enough to have the right logo on your shirt, we need to make it ours and customize it. You can’t stick to stock rims – you have to get custom rims. A Twitter profile without a customization is boring. Express yourself.