Sorry, I disagree. I don’t understand how content personalization (Netflix example) has anything to do with wireframing. Wireframing is not about the content. The same goes for the colors. Most wireframe tools, such as Balsamiq, are designed in black and white by default.

I also miss the obvious advantages of wireframing, it is much easier and cheaper to initially verify a hypothesis without building a product. Building the product just to find out users don’t like it, don’t understand how to use it or try to use it differently is a waste.