Most products support activities underpinned by collaboration and sharing. Designing for individuals may actually be harmful because these activities reflect ongoing transformations of artifacts, individuals, and social interactions. Focusing on individuals might improve things for one person at the cost of others. As Donald Norman says in Human-Centered Design Considered Harmful:
The more something is tailored for the particular likes, dislikes, skills, and needs of a particular target population, the less likely it will be appropriate for others.