Personalization tends to be a nice relevance improvement overall I agree completely. Reading that page, my first thought was "if (not saying I don't) Egypt is

Personalization tends to be a nice relevance improvement overall I agree completely. Reading that page, my first thought was "if (not saying I don't) Egypt is a place I probably don't plan on going to, why should I waste time looking at those links in my search results?" Overall, I think personalization (wow, this isn't a word?) reaches its own form of market efficiency. If the personalization algorithms are bad, then people would shy away from the search engines that provide them. However, if they make sense, and return the most relevant results most of the time, then that's saving us a lot of time.