Why is that so hard to believe? Last treasure I gave out was from the PCs robbing a rangers grave from which there was a +1 bow, bracers of archery and a ring of animal friendship. I gave way more consideration to what would logically be in a rangers grave rather than if Im making sure that my players can use or want the items. One of the party rogues ended up with the ring, talking to porcupines wasnt very high on his list of priorities.I have to admit I am super-skeptical of all the "I don't customize at all!" people. I strongly suspect that in 9/10 cases if I looked at the sheets of the PCs in your groups, many would have exactly the items they might want.