In my perception Google Search is far worse than it had been 10 years ago & I never cared about personalized search at all. I used to just sit down in an internet cafe, search some stuff & get great results, now that does not happen anymore, or at least not reliably. Google is better than its competitors at understanding your search intent if you use whole sentences instead of carefully selected keywords, but with a good search strategy even Duck/Bing are more than competitive now.