Even if we could achieve one-to-one marketing in practice, and even if anyone wanted it, I maintain that it's still mass marketing. It is not possible to market at this level. No matter how personal our messages seem, they will inevitably be based on some generic product-audience matrix. No matter how much we really try to understand a buyer, in the marketing world, s/he will always fit into a demographic and psychographic profile. And, as such, the individual is not being treated as an individual. Having 100 masses instead of 1 mass is still mass marketing.