i don't think it has even begun. in 10 years we'll see personalized ads within the walls of commercial facilities.
In 11 years men's room stalls will have vending machines that offer to sell you condoms that fit you EXACTLY.
... Oblivion heavily penalized you for improving any non-combat skills,
Only if you didn't pay attention to your skill ups. If you were careful to have a full 10 skill ups among all 3 related skills, you could easily max out all of your stats to 100. Granted, having to keep careful track of each skill up was a hassle.
Software production is assumed to be a line function, but it is run like a staff function. -- Paul Licker