[efsavage]

Actually I saw an example of this twice earlier today. I did a search for some relatively common terms ("api debug" or something like that) and a friend's companies API came up on the first page. Hopped into incognito mode, was not to be found in the first several pages. Same thing happened not too long after, a friend's blog came up for a term, tried incognito, it was gone.

[nl]

That could just be personalization (as opposed to social graph leverage).

Personally, I don't think social graph leverage is bad though.