Dynamic vs static customization

Mass Effect 3 multiplayer demonstrates how important quality is to customization.

It's not enough for the player to have choices. If only a few choices are appealing to the typical player, then you have enabled the player to choose a particular playstyle but have not improved replayability. If the player does not alternate between a variety of options, but rather sticks to one or two playsets, then the game is less dynamic and less perpetually exciting for that player.

In ME3 multiplayer, I am constantly rediscovering classes and weapons. Returning to a previous choice after playing with other choices makes that option feel fresh and even surprising.