Web pages, which are the building blocks of websites, are documents, typically composed in plain text interspersed with formatting instructions of Hypertext Markup Language (HTML, XHTML). They may incorporate elements from other websites with suitable markup anchors. Web pages are accessed and transported with the Hypertext Transfer Protocol (HTTP), which may optionally employ encryption (HTTP Secure, HTTPS) to provide security and privacy for the user. The user's application, often a web browser, renders the page content according to its HTML markup instructions onto a display terminal.
Bezos’ vision is reality for Amazon.com and many more e-commerce sites. At this point, personalized product recommendations are table stakes for online retail. But we haven’t seen personalization become as popular across the rest of the non-retail web. Most businesses have one version of the homepage that is supposed to cater to all different sorts of people. The sites still say, “come one, come all!”