TreeHugger readers don’t appear to share my fascination with mass customization, the idea that you can order exactly what YOU want, made to your specifications, instead of having to take what Mr. Big Box offers. One recent extreme example was [me]&gogi cereal, which most commenters considered un-TreeHugger. They might say the same about M-Shape’s custom table that you can build on your Nokia cell phone. Why would one want to do such a thing?