Yes, this. It is an affront to the open web to serve one set of content to one person and different content to someone else (unless there is a user experience

Yes, this. It is an affront to the open web to serve one set of content to one person and different content to someone else (unless there is a user experience benefit to the customization I suppose). I place most of the blame on the publishers for doing the bait and switch, but Google gets some blame too. They used to penalize website that sent googlebot different results (or at the very least they used to say that they penalized that). Now, they seem fine with it.