I think his point is that for some (can't speak for all) bubbling is not wanted at all. To give you an example (this is just me): I hate bubbling, so I use duck

I think his point is that for some (can't speak for all) bubbling is not wanted at all. To give you an example (this is just me): I hate bubbling, so I use duckduckgo when I can. If I need to find a pair of skies, I do thorough searches, look at reviews or ask friends -- I don't rely on Google "sort of" knowing what my friends know. They may sell it as a social feature, but is it in fact no the opposite?