@ Martin Ice Web
I have noticed the personalization effect increased as well. I noticed it with my own searching behavior. You are also unable to disable the search history like you could in the past. When I click on "web history" it takes me to a login screen, before you were able to stay logged out and disable this history feature.
Since the change has occured I have seen a decrease in "new visits" to the site from Google, but an increase in overall referrals from Google and Google keywords.