BBC adaptive boxes

In Auntie's facelift, Matt points to the innovative re-working of the bbc.co.uk home page. When you click a link in one of the blue boxes on the home page and then return to the homepage, that blue box will be a shade darker. The idea is that over time the boxes will adapt to show you which areas you work with most, which seems like a form of personalization to me, adapting to user behavior. Nice.