Although I have still not yet read up on "psychographics," I can see the clear difference why a designer or writer who needs to specifically target an audience is better off going for "what they like," which is a presumed extension to "who they are," rather than "computed, assumed, and greedily & nosily gathered information." Ugh -- how impersonal and generalized.
To see my point, try to access the following DiversityInc article:
http://www.diversityinc.com/public/3119.cfm
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I see you bubbling all over the place -- you're yeasty, and I think it's grand!
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