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This is a great post.
When talking with clients, I usually stress that we need to frame information in a way that meets the user/visitor’s ‘point of view’. This discussion is usually when we’re talking about writing content, but the notion of context driving features & experience really enhances this line of thinking.
I too am excited about the possibilities at hand, but like you am also a bit worried about the potential downside… if we give people different experiences based on context, there is the potential for designers/developers making bad/wrong assumptions, leading to a worse experience.
All-in-all though, I agree that this is how we should be thinking at the outset of projects.