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Mail-merge has been around a long time. It's been used in personalised birthday story books for kids.
We've just learned that Facebook has been experimenting with our emotional reactions to different content.
Outside the field of media, I've listened with amused alarm as a priest has attempted to remove obstacles to the True Faith, in a different way for different people. He invented a most bizarre theology for one rather feminist lady, playing down Eve's role in the Garden of Eden and discovering some "supressed" female writers who SHOULD have been included in the Old Testament. It didn't work :-)
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