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Answers to your questions:
Answer: No. OP is much different from customizing a portlet.
Please review http://otn.oracle.com/products/personalization/content.html for full coverage of this.
OP provides a framework for personalizing applications but it requires development to put it into place.
It is not an out of the box application such as the portal service.
It is part of the iAS documentation set:
The following link will display the area it is located in however you should be able to navigate to iAS documentation (business intelligence section) on your own as well.
There are additional steps required to fully setup Oracle Personalization. Please refer to the install guide.
Just to add to above replies, OAF personalization comes installed by default. You just need to set a few system profiles to enable it.
Also major difference between personalization and customization is that personalization is driven by meta data repository (MDS) and hence always patching, upgrade safe. Customization involves code changes and unless done as specified by guidelines, will not be patch safe.