I agree on "personalized" search. It can be handy (I search "Backbone" and get BackboneJS), but I worry that highly personalized search and content can lead to a feedback loop in which your pre-existing perceptions and biases are perpetually reaffirmed.

Imagine someone who takes Fox News and InfoWars seriously only being presented information from those sources. They could never escape!

Or take someone interested in mindless topics like celebrity gossip and whichever Kardashian has recently lost weight. A customized information feed will only enable them to fritter their life away in the pursuit of mindless, inane entertainment. They might come to think that these things actually constitute attention-worthy news!

Granted, these scenarios apply a bit more to customized news feeds like Yahoo homepages or Google News, but to some degree it applies to search as well. Sometimes I worry that I am already trapped in a closed information loop. Maybe the U.S. is an oppressive dictatorship and North Korea stands for freedom and innovation! I may never know.