"Unfortunately some companies take personalization to an extreme, but an online experience devoid of personalization would feel oddly generic to the average consumer,"
Where can I sign up to feel oddly generic web sites? Considering that dark text on light backgrounds are the current fashion, I much prefer light text on a dark background, and most sites don't offer a dark theme, I do all my web site personalization in my browser. I also personalize my online advert experience, by removing most of them.
It's not a good look to refer to everybody as consumers though.
"Google has argued that nothing is proprietary, and like AMP, it's all based on open-source and open published standards."
Like how their chat system started off being a somewhat well behaved Jabber / XMPP thing, but has drifted away?