Google is finally taking steps to make search more personal, which may end up proving more useful for users, but I think Google's main goals is slightly different: The company's only chance to get more people to use Google+ on a regular basis is to put more of the social network's activity in front of users when they search, rather than waiting for them to actually visit the site. (It also may keep users on the Google search page longer, which is good for ad impressions.) The question is whether users want it.
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