Assonances

And Greg linden sums up it right :

By learning from people’s past behavior, Google can disambiguate their
intent. Different people will see different information based on their
needs and preferences. Like the good friend that sends you links that
might interest you, Google will adapt to you and help you find what you
need.

Even for advertising, personalization can be helpful,
targeted efforts to help you find products and services you might
actually like rather than spamming mass audiences with annoying and
irrelevant crap. As Eric said back in Oct 2005, "Advertising should be interesting, relevant and useful to users."
See also my Nov 2005 post, "Is personalized advertising evil?".

written by leafar