Customer is God

I heartily laughed while doing some course reading for a New Product Managment course.

Specifically, when I came across the term 'Consumer sacrifice gaps' the point where every customer varies in his/ her uniqueness in terms of what they need in/ from a product and what actually is out there.

Really, consumer sacrifice?

Surely am quite reserved about mass customization, and prefer retaining the uniqueness that makes each of us so different and gets reflected in all the stuff/ products we use.

But I find this terminology out of sync. Very.