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I dunno, mk. Part of my fear of Google is that it knows everything about me, but it's helpful so I'm still sorta okay with it. That's probably a bad mindset to have, but man, Google Now has saved my ass in terms of transportation help, soccer scores, and the best places to eat in my vicinity so many times. Still didn't make the first time it guessed where I work any less creepy, though. The same might be said of personalization results as well, haha.It would be interesting to know what component of my affinity towards Google searches is due to their personalization of results. I don't suspect that it is significant...