Against a background of increasing interest in the machine translation (MT) of literary texts and suggestions that MT systems be tailored so that they can translate using particular styles, this chapter argues that the time is ripe for a re-appraisal of some the foundational concepts used in literary MT. It surveys studies that address the related concepts of customization, personalization and style in machine and human translation, and makes the case for the adoption in literary MT of a literary studies approach to style. It goes on to characterize literary post-editing as a kind of downstream translator-specific personalization, exemplifying the approach with reference to one literary translator’s use of DeepL.