Big data has created a world of personalization. We have personalized medicine, personalized education, personalized advertising. Now, one University of Chicago Law School scholar is asking: Why not personalized law? In his new book, Personalized Law: Different Rules For Different People, Prof. Omri Ben-Shahar lays out the case for why our idea of equality under the law actually leads to unequal outcomes, and why we should use data and algorithms to tailor our laws to individual people. As he says: If one size fits all doesn’t work for shoes, why should it work for speed limits?