Personalized searches also render it difficult to gauge how 'pizza' relates to other data in the public (sub)conscious. Google results used to (and still do, to

Personalized searches also render it difficult to gauge how 'pizza' relates to other data in the public (sub)conscious. Google results used to (and still do, to a certain extent) provide a very good picture of the semantic structure of the Internet, if you knew how to read them.