I disagree, I believe it is overplayed because it is marketable and has been mcdonaldized, but we have lost a lot of it. You mentioned the scion, nike id, custom pc's etc, but don't all these things still do what they were designed to do originally? Yes, you can customize your iPod, hack it, hell you can probably make a BOMB out of it, but your iPod is no different from the one I pass up in the stores everyday except if you wwitch yours up, and even if you do change it, your changes are limited to what the companies offer.
Ok, what about your friends?