[Halfdeck]

I read something where some guy suggested creating context for vague searches (e.g. "architecture") using browsing behavior and bookmarks, both of which Google can track using the toolbar. If you bookmarked newegg, Google might return alot of computer-related results when you query "architecture"; or if you were surfing around egypt.com Google might instead return results about buildings.

Anyway, Google is moving toward personalization where everybody sees different results.