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This is a really good article. Succint, reasonably well written and interesting. That being said, one imagines that Google (despite being an advertising company) have a huge investment in the quality of search.

However, because they are essentially a monopoly, many people try to game the system for their benefit. This creates an arms-race, and may be one of the root causes of this personalisation. I do agree with the main point, that this could potentially make Google less useful for us all as a whole, and will probably lead to their disruption, sooner or later.

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