Hallmark and American Greetings deflect the issue by offering cards that customers can customize on a computer in the store.

Nymgo gives a Caller ID feature, through which customers can customize their own numbers.

"We encourage customers to implement as vanilla a version as possible and customize on the fly," said Ron Codd, Peoplesoft's chief financial officer.

Many customers for example customize Telogis Fleet and layer vertical-specific GIS data, such as gas and power lines into the web-based viewer.

With a Clover, the barista and the customer can customize the way the coffee tastes by tinkering with the water temperature and the brewing time.

LogoSportswear allows customers to customize products instantly on a product of their choosing without minimums or set-up costs using their Online Designer.

It does not however allow customers to customize other products, only shoes.

The newer e.l.f Elements line from e.l.f. Essentials also allows customers to customize their own makeup palette.

The two-way cable systems are supposed to let customers customize the programming, as well as communicate with the cable company, their bank, retailers and one another.

The appearance of the doll depends on the creator; however, certain reborn artists allow customers to customize their doll, usually using a photograph to replicate a particular infant.