Configurators are also often considered as "open innovation toolkits", i.e., tools which support customers in the product identification phase.[A 15] In this context customers are innovators who articulate their requirements leading to new innovative products.[A 15][A 16][A 17] "Mass Confusion" [A 18] – the overwhelming of customers by a large number of possible solution alternatives (choices) – is a phenomenon which often comes with the application of configuration technologies. This phenomenon motivated the creation of personalized configuration environments taking into account a customer’s knowledge and preferences.[A 19][A 20]