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>Google personalizes results for users and also sometime >integrates social aspects

Right, except this doesn't actually work unless all of your friends work at Google.

You don't have to use Google+ news stream if you want to get personalized search results, if that's what you're trying to imply (by friends working at Google). Search personalization is achievable by other means if necessary: past searches, searching while logging in with Google account, YouTube searches. Facebook is essentially trying to do the same, with much less product spectrum and more desperation as it gets more boring and uncool.

The social aspects I assume? Personalization absolutely works as it brings up a map of all the pizza places closest to me. Your search shows all the places closest to you.

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