Google CEO Eric Schmidt makes no secret that he wants "people to be more logged into Google." In the hopes of giving people a reason to login (at least once a year), Google announced a personalized birthday Google Doodle.
Plus, when you mouse-over, you'll see: "Happy Birthday, [Your First Name]"
Schmidt said during a call with investors last week that Google serves better results when users "choose to give us" more personal info. Google also recently introduced its URL shortener goo.gl, which also promises analytics on links, as long as you're logged into your Google account.
Of course, Bing also likes Instant Personalization, which Facebook will help them integrate.
What do you think? Does personalization make for better or worse search results?