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?
Summary:
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.
http://www.seobythesea.com/2012/08/g...ammers-patent/