Customers and firms must understand and appreciate one another’s personalization, privacy and security (PPS) vested interests. Customers and enterprises should establish and maintain sufficiently well implemented policies, mechanisms and behaviors to minimize unintended consequences of security breaches that breakdown relationships. An integrated model of personalization, privacy and security from both the customer’s and enterprises point of view is presented. The objective is to assure value exchange appropriate levels of vigilance in both security and privacy but not at the expense of the value derived from personalization. Keywords: Personalization,