The problem isn’t the lack of personalizabilty(?) or customizability. The problem is that we’ve collectively allowed providers of content to warp the www into a state where they have the ability to control our experience.
Consider what the web would look like if instead of html and JavaScript, it only consisted of a content description language devoid of any ability to control layout, fonts, colors, etc. My browser, under MY control, can present the content to me in whatever way I prefer. There might be a rich marketplace of both free and paid experiences that I could download and install into my browser.
Just because the web currently acts a certain way doesn’t mean that things HAVE to be that way.