Official announcement from Google on a subtle but potentially very big change in how it's users experience Search around the world. Here's the relevant excerpt:
"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."
What's interesting about this is it's beyond "subtle". The user doesn't have to do anything to get the "new, improved" Google Search. It just happens if you're logged in as a registered user.
Brings to mind the old story of how best to boil a frog...do it slowly.
Many North American and Australian municipalities fluoridate their water supplies in the belief that this practice will reduce tooth decay at a low cost. Currently 66% of United States residents on public water supplies have fluoridated water."
For many of us, Google Search is as essential as water in a day-to-day lives. Hopefully personalized search is as good for us as fluoride in our water.