This is not a new term or idea to anyone that has been following retail trends for the last decade or created their personal, customized tennis shoe, neck tie, rugby shirt, automobile, ....
Our customers a now accustomed to being able to make their own version of just about anything (known to some trend-watchers as "customer co-creation"). But how do college stores keep up with that kind of expectation?
If you can't beat 'em, join 'em. Check out http://www.cafepress.com/cp/customize/ to learn how you can create your own custom products in minutes and order without any minimum quantity.
Why, you could use this to get those 6 imprinted tees that the "Men's League of Chess and Scuba Affectionados" wants. ;-)
--The Retail Muse