Another milestone was when Google started offering personalised results, based on things like your behaviour when logged in or geography, instead of just servin

Another milestone was when Google started offering personalised results, based on things like your behaviour when logged in or geography, instead of just serving up the results like before. I remember PG quipping words to the effect of "google searches are like scientology, what's true, is what's true for you" so the trend was clear even at that time (maybe 10-ish years ago?)