I think they are misusing the terminology. Mass customization is a manufacturing term for many product’s with a set range of parameters. A car can be mass customized. You have a set range of design scenarios for most people, but the range of choices is quite large potentially, and anyone outside of that is just going to have to fit within the choices available. If you wanted a very particular set of colors not offered, well, that is not an option.
They will define the range of antigens, granted it is more than the current technology otherwise allows. Most likely however they will pre-manufacture a range of the most common types and if you need something slightly different but still within the 20 or so antigens they have pre-selected, they will make it.
It’s a nice gimmick and it will likely work for Melanoma, but melanoma has had so much immunotherapy success already because it is not all that unique in every person. So it’s a great target for mass customization and sure, they can call it “personalization” because there is no set medical term for what it means. It is still the early stages, like when “organic” came and everyone said their product was organic. They are also aligned with the largest cancer company around these days, so they likely can get away with it.
But it is not actually personalized and it is artificial. It presumes they know what’s best with a set range of parameters. It will probably be OK for Melanoma.
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