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This issue reminds of a question I've wanted to ask you for a while. It seems like more and more we are running across different SEs experimenting with different rankings for different situations (different IPs, different browsers, different customizations, etc.)
Do you see this as a fad or a direction with a future?
I think it is pretty clear that customized delivery is not only a good thing from a site owners point of view, the larget corporate sites have to do it just to keep up.
I do quite a bit of custom delivery for one medium concern that has outlets in Europe. We deliver up to 20 variations on a page and in cerrtain circumstances a localized custom page. If a guy my size finds it benificial to do it for a client, I can only imagine the reward that an SE could find by doing it.