I'm still not sold on the idea that "personalization" improves the "user experience" of search. When I think about what I actually use search for... it's highl

I'm still not sold on the idea that "personalization" improves the "user experience" of search. When I think about what I actually use search for... it's highly situational. It depends as much on day-to-day and moment-to-moment context as it does any long-term trend specific to myself. Whatever "personalization" could be realized over search results, would it really offer that much benefit over improving the search function to sift through and find results that are just more useful generally? What I mean is there seems to far, far more to be gained from making search results better fit the query than to fit me personally.