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Better can mean 'more liked' and 'more accurate' which are not necessarily equivalent. Accuracy being something of a fuzzy category, of course.

Who says it serves you better results? If I type in "tea", am I searching for Tealuxe in Harvard Square or am I searching for the botanical and scientific material on a common drink or am I searching for recipes? The new "social+local" Google biases my results towards the former.

A search engine used to be a tool for reaching out into the world and finding something new. Now it searches through what I already know? What's the point in that?

Search engines were never a content discovery tool for me. I use HN, Twitter, Facebook for that. Some others use Digg, Pinterest and Reddit. When I search on a search engine, I am looking for a solution to a question that I have.

Here’s how: http://dontbubble.us

I always thought that search personalization was of course better, until that page made me think about the downsides.