[isameer]

Yeah that was a little bit of an exaggeration but I kind of see her point. Personalization in search engines is mostly at the cohort level, not at the individual. To use your example of a local search, the results are the same for the few thousand people who live in that zip code. More broadly, search engine results are not personalized as much as they are sensitive to location, gender, broad preferences, etc. Facebook results, on the other hand, really involve you as a person on a very fine level - your friends, etc.