I don't think that search personalization is all bad though. It can be used for both good or evil. If search results were perfectly consistent, some smaller we

I don't think that search personalization is all bad though. It can be used for both good or evil. If search results were perfectly consistent, some smaller websites might not get any search traffic at all and most big corporation websites would get all the traffic. It would greatly exacerbate winner-takes-it-all effects and inequality. Personalization allows for some small websites to start with a niche and slowly grow to become more mainstream.