Just another small step on the path to skynet …
Official Google Blog: Personally speaking
... Today, we're taking another step toward making personalization more available to you by combining these two into a single signed-in experience. Now, when you're signed in, you'll have access to a personalized Google—one that combines personalized search results and a personalized homepage.
Keep in mind that personalization is subtle—at first you may not notice any difference. But over time, as the search engine learns your preferences, you'll see it. For example, I (Sep) am an avid Miami Dolphins fan (no joke). Searching for [dolphins] gives me info about my favorite football team, while a marine biologist colleague gets more information about her salt-water friends. ...
Search that learns what I like, a part of Google’s reputation management strategy. The more value that’s attached to my Google identity, the more likely I am to use it, the more Google knows about me, the better the ads get.
BTW, I have some curious things show up in my searches nowadays. For example, a ‘Note this’ link that lets me add any result to my Firefox/Google Notebook.
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