User experience design has become the battleground for product success, but I wonder if we've taken personalization too far. Last month, I tried to compare prices across two airlines and each site rearranged its layout based on my browsing history, making it deliberately hard to spot the cheaper fare. Algorithmic interfaces that adapt to clicking patterns can turn into tools for manipulation, nudging users toward choices that favor the company's bottom line. Are we sacrificing transparency and user trust for the sake of a tailored experience, and is there a line where personalization should stop?