It's the state of the art, so to speak. Google started aspects such as "localization" some years back, but today when you look at things like LinkedIn, Facebook, Twitter, Google+ - You name it - Data mining and tailoring to the person.
Good or bad, it is the future. This was just a TED talk I found as I was looking at search engine ranking aspects.
How many of you have heard of Google's Rank Modifying Patent for Spam Detection?
During the transition from the old rank to the target rank, the transition rank might cause:
- a time-based delay response,
- a negative response,
- a random response, and/or
- an unexpected response
I can't remember if I shared this with you folks or not.