I agree with most of what's said here about search personalization. I don't feel, though, that it is simply a Google problem.
There's a Ted Talk video on the topic that's well worth seeing, which expands on some points made above. I think it's worth posting, not to sidetrack this discussion, but to amplify it....
Eli Pariser: Beware online "filter bubbles"
TED Talks, May 2011
The topic of personalization in search was also discussed, with the above video cited, on this thread in our MSN Search forum....
Bing Adds Facebook 'Friend Effect' With Collective IQ To Search
I've never been happy with any attempts I've ever seen at machine personalization of my preferences or personal taste. From time to time, I'm even dismayed at assumptions made by my friends. ;)
I'd very much like a switch to turn search personalization off, but, I suspect that increasingly the structure being built into the systems of the major players will make results without some kind of personalization impossible, at least on those platforms. What I'm not seeing anybody building is a system that will allow us to follow our own curiosity without presuppositions about our taste and preferences.