I'm not saying I want to change the way Hubski looks to you. I'm saying I want to change the way Hubski looks to me. UI is important, and UI is personal. With Livejournal, you're impacting what everyone else sees (see also: Myspace). The reason Facebook won that one is that by forcing conformity on everyone, it set certain standards for legibility. (well obviously there was more to it than that, but still). However, if you take a look at Protopage, you can tweak it any way you want - it's just a UI that allows you to arrange things to your liking. I've been playing The Last Story pretty heavily and damned if I don't spend nearly as much time fucking with peoples' wardrobes as I do fighting monsters. And you know what? They built that in, and they incentivized it. And what it equals is more gameplay for less effort and - as previously discussed, The Ikea Effect. Customization counts.