One tru b!x: You may be right. (I may be crazy.) But he also shits all over customisation - but only as it is (ab)used by people who think "SPAM=marketing".
Well, he seems to send personalization for a stay with the Tidy Bowl man. I don't know how opposed Locke is to customization in terms of a user making his own little information portal, per se. The argument appears to be that personalization is Just Another Demographic Tool for Command and Control, rather than any honest engagement with online markets. You don't have to be a spammer to be a proponent of demographics-targeting personalization marketing.