This article:<p><a href="http://www.theatlantic.com/technology/archive/2014/01/how-netflix-reverse-engineered-hollywood/282679/" rel="nofollow">http://www.theatlantic.com/technology/archive/2014/01/how-ne...</a><p>Makes the case that they are personalizing as much as ever, they just aren't using fractional stars to do it.