Tell me honestly, is this your taste in music? Is this then? Is this the color you want your car to be? Are these the foods you want to know more about? Are these the names your prefer? Are these your most popular web sites?
Can you honestly say 100% "yes" to all of them?
What if your life, from the products you see in a store to the content that reaches you, were based on these lists? Forget about Indie movies, forget about that awful looking but deliciously written fringe site, forget about that unheard of author: you're everyone else.
Personalized Search Isn't
Personalized Search has to be among one of the most deceiving marketing terms out there because in essence personalized search is anything but personalized.
Personalized search is a lot like Amazon's product recommendations. "84.5% of people who visited this web site also liked..."
That's not personal: that's vox populi.