Notice how much personalization Google has been putting out recently:
Personalized Search, the new release of the Toolbar has personalization, Google News now has recommended stories
Its clear why Google is doing this. Personalization is the next stage in the evolution of many products. It helps develop a closer relationship with users and get to know more about them. And most importantly, it provides a clear reason for Google to collect data and link it one individual. People do not want their web searches to be logged – partly because it does not provide any value for them. But we are fine with Amazon knowing a lot about us because there is a direct benefit in Amazon having our history. Google now wants the same type of relationship with you – its dear user. There are many business reasons for Google to pursue personalization.