1. A method comprising: personalizing a software installation file for a software application for use by a specific individual, wherein said personalizing comprises: maintaining an unmodified, already compiled, standard software installation file; generating a unique identifier that indicates customized software functionality associated with said specific individual; naming said already compiled standard software installation file with a filename that includes said unique identifier to produce a personalized software installation file without recompiling said software installation file; and downloading said personalized software installation file to a device associated with said specific individual, wherein said personalized software installation file comprises means to extract said unique identifier from said filename and to personalize said software application during installation with said indicated customized functionality.