Just last week I had the chance to interview Danny Sullivan. One of the topics we focused on was Universal Search and personalization, and what it means for the market.
One of the funny aspects of the conversation was that Danny indicated that he has been telling people for years that these things are coming, but now that they are both here he wonders "what do I tell them now?".
Danny has also done some poking around at Google's Universal Search, and the companion initiatives from Yahoo and Ask. So while he believes that Universal Search will have a "big, huge impact", the current state of it is a bit less compelling. My perspective is that I believe it will have a huge impact over time as well, but it does not surprise me that it's not fully baked yet.