They also said that treatments customized to each patient, (e.g., an anti-idiotypic antibody treatment for B cell lymphoma that targets the specific B cell causing a patient's lymphoma,) tends to work better, but is much more expensive and technically difficult to accomplish than a one-size fits all treatment (like the anti-CD20 antibody Rituxan.)
I don't follow them closely but isn't that what Favrille is doing? Not sure where they stand now but a couple months ago they had a big setback. I seem to recall another company in a similar stage (Phase 2 or 3) working on something similar too but can't recall who.