The principle of personalisation appears in a range of current debates among design professionals, healthcare providers and educationalists about the implications of new technologies and approaches to consumer sovereignty for 'mass' provision. The potential of new technologies implies systems of provision that offer bespoke support to their users, tailoring services and experiences to suit individual needs. The assumption that individual choice automatically increases wellbeing has underlain the re-design of public services. Ubiquitous personalisation in screen-based environments gives...