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> Serving personalized results to users may increase click-through rates but it degrades the idea we form of what Google is and what it does.

If it serves me better results, then how so?

Who says it serves you better results? If I type in "tea", am I searching for Tealuxe in Harvard Square or am I searching for the botanical and scientific material on a common drink or am I searching for recipes? The new "social+local" Google biases my results towards the former.

A search engine used to be a tool for reaching out into the world and finding something new. Now it searches through what I already know? What's the point in that?

Search engines were never a content discovery tool for me. I use HN, Twitter, Facebook for that. Some others use Digg, Pinterest and Reddit. When I search on a search engine, I am looking for a solution to a question that I have.

Better can mean 'more liked' and 'more accurate' which are not necessarily equivalent. Accuracy being something of a fuzzy category, of course.

Here’s how: http://dontbubble.us

I always thought that search personalization was of course better, until that page made me think about the downsides.

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