Customization is becoming increasingly popular for several reasons: 1) It allows for utility optimization by allowing consumers to customize products to perfectly match their needs and preferences. 2) Customization allows people to express their individuality by having products that are uniquely their own. 3) Some consumers desire a perfect match for products that is tailored specifically for them as generic products often do not meet individual needs. 4) Customization can make a product more precious and meaningful as something that is customized for an important event or person takes on greater significance.