Hi Elke. Thanks for the comment. You're quite right. Personalisation is an important step. I suppose my point is that, ultimately, a person can't pay someone else to care about them - care is an emotion and a quality of relationships, rather than something that can be bought as part of a fiscal transaction. You can pay someone to offer you specific support, but you can't buy friends and you can't buy reciprocal relationships in which you are an equal partner (you can't buy moral agency/emancipation). Personalisation must not be touted as a 'solution' to the problem of exclusion. Can I add your comment to the blog? I think we need to add a comments section to it!!