On demand - just in time production - no inventory cost, but what about the cost of production? The business model is not yet perfected, many former companies can testify it.
However customization allows a company to adapt its products or services to the exact (or almost exact) needs and desires of an individual. And this is just perfect, because we all want to be special, have our own and individualized products and services.
Even Apple now declines its iPhone in different colors (maybe for Apple it's a bit different, I mean, is it a sign of understanding customers wishes or a lack of further innovation to offer?)!
We want new, individual, unique experiences in a global market where everyone wants the same product!
The answer is then mass customization, where a company can take advantage of both mass production combined with customization. And it is becoming very important for company to understand and apply it because alternative is mainstream and customization, a mass concept.
I am leaving you, I have to go drink my made to order extra hot, light, chai tea latte with soy milk and eat my personalized M&Ms ;)