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Well customization is a very wide subject.

We have physical customization where you can model and paint your force how YOU want to.
Everyone takes this as a given do they not?

IF we are talking about customizing how your force performs in game there are 2 factors.
Game play options, determined by the level of tactical complexity.

Model unit load out options , for strategic complication.

Games with more focus on tactical play , tend to have less complication in the strategic options.

Eg If generic light infantry can be used as skirmishers, scouts, raiders flanking force, distraction unit , forward observers for artillery etc.
Because the basic unit can be used in so many ways in game the unit load out customization can be less.

In games with very little tactical diversity, unit load out totally determines in game use.

So the level of game play customization tends to be around a sweet spot, but divided between tactical complexity and strategic complication.

I'm more or less indifferent to customizing model weapons and abilities. I don't think it has any bearing on how good a game is and if I want to convert and personalize models nothing's going to stop me.
I won't say no to custom characters but sometimes it can go too far with units. I don't need to make every third grunt a special snowflake, and if I do it tends to bog down the pace of the game.

Customization is good beacause in 40k and Fantasy different weapons are good for different things. Flamers for anti-horde and Lascannons for anti-tank. But games with only 1 or 2 options per unit? Not for me. Unless the weapon is a brilliant all-rounder why bother wasting the points or even playing the game...

I think Red Dead Redemption, for example, is a better game than Spore, for example.

RDR has almost no customization, whereas Spore basically has nothing else to it.

That said, I play WHFB more than monopoly.