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This chapter will explore the implications of discourses associated with emerging, technology-enabled strategies, often called 'mass customisation', for both marginalised and idealised groups. The approach used will be a postmodern one that focuses on the language used to describe and discuss mass customisation. The goal of the chapter is to focus critical attention on how the sometimes postmodern rhetoric of mass customisation may reinforce and uphold patterns of discrimination that both perpetuate certain traditional patterns of privilege and, ironically, privilege the marginalised in some non-market \vays.