You do realise that this is all about targeted ads and Google's bottom line, don't you?
Personally I am afraid of where they are taking us with this. I don't need a search engine that knows what I am interested in. I need a search engine that I can use intelligently to find the information I need. Search engines should be concentrating on providing apps, tools and operators that allow people to use them as they see fit.
People should be trained to use search engines as opposed to search engines being trained to use people.