Well I suppose Google has some way of customizing search for different people. The big issue for me is that google tracks me to do this. Maybe there could be a way to deliver customized search where we securely held the details of our customization. Or we were pooled with similar users. I suppose if a ranking algorithm had all the possible parameters as variables, we could deliver our profile request on demand at the time of search. That would be nice. You could search as a Linux geek or as a music nut or see the results different political groups get.