- customers expect "personalized" search results; having built up a history of searches centered around particular subjects (say, programming), you'll expect mu

- customers expect "personalized" search results; having built up a history of searches centered around particular subjects (say, programming), you'll expect much different results for "string" than the general population gets; Not always the desired behavior. This should be toggleable. It becomes very difficult to find results outside of what google thinks you want.