The primary reason i go to search engines is to see things other than what i get to see in my social circle...I want to see the outside world
I agree so much with this, but perhaps I'm in a minority. If I think my friends know a great gardener, I'll ask them. If I don't I'll use a search engine. If I've used a search engine it means my friends can't help. I DON'T want to see results based on my social circle or user behaviour. I want to see outside my box. I want to see what the rest of the world is doing. I don't want personalisation. I like surprises.