Advertising is prevalent partly because it works.

It binds together incentives and desires.

Helping people know about things they need.

But advertising's benefit is balanced in favor of the advertiser, not the user.

What would a personalization system look like that was balanced to the benefit of the user?

Suggestions that are perfectly aligned with users' incentives would be much better than advertising for end users.

But also pretty good for advertisers, too, because it would be so aligned with users.