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Whilst the article recognises Google's performance possibilities, it says Google lacks personalisation compared to the portals.
Googles strength is its simplicity. Its like the modern version of a dictionary.... plain but efficient. If you want something fast, you go to google. If you want a 'personalised' shopping experience, you get into the car and go to the shopping centre.
I think one day we'll just wake up and see some sort of personalization on Google. When that happens is still speculation but through numerous articles, research, purchases, and hirings, they have shown huge interest in the subject.
Regarding the News, Google now has Steve Lawrence under their belt. He is responsible for NewsSeer which was an experimental news service. Basically the service tracked the articles you viewed and suggested other relevant articles that might be of interest. Similar to what Yahoo has now, you could rate articles that you liked to further improve the recommendations.
After Lawrence left NEC Labs for Google, Newsseer went on hiatus. I really liked the service even though it had a primative interface.
This is a bad archive but in case you missed the site before.
[web.archive.org...]
Here is a SearchDay article on the service as well
SearchDay - NewsSeer: All the News that Fits You Personally [searchenginewatch.com]