Imagine this on Amazon: when considering buying a book, would you want to see the reviews of "your friends", of which maybe one or two have read the book you're

Imagine this on Amazon: when considering buying a book, would you want to see the reviews of "your friends", of which maybe one or two have read the book you're looking at and taken the time to comment on it, or would you rather have access to the collective knowledge of millions of Amazon customers...? Ideally you would have both. There is no reason to choose only one. In the Amazon case, it might make sense to put your friends reviews atop all the others, so that you can see them in a sea of hundreds of reviews. But with search engine results, I'm not so sure if personal should automatically mean placement at the top - since so often we've conditioned ourselves to never need to look a few places beyond the top link.