A recent WebAIM article proclaimed 'Web Accessibility Preferences are for Sissies'. Jonathan Hassell strongly disagrees. In this keynote he will argue the case that web accessibility preferences are not only useful, but they are an essential tool in opening up the web to the millions of people in each country who are currently not using it. He believes that web standards approaches must be enriched with personalisation if we are to have any chance of reaching the goal of Universal Accessibility. He will present the research behind this view, and the revolutionary new tools the BBC have been creating to take accessibility forwards to the next dimension.