But you don't have a 20-year dossier of almost every web site he's visited; a list of 90% of his credit card purchases; an AI scrutinizing every photo he's ever been in that's been in, or in the background of, on the internet; a list of his previous searches; and a list of the places he's brought his cell phone.

To improve user experience.

Google says it spends about 0.3Wh per search, of which roughly one third is for scraping and two thirds for the search. I think you may be overestimating how much processing they could do with that budget (assuming they want to do that significant user-based tweaking, which is IMO not a given).

Ken Liu's "The Perfect Match" is a sci-fi short story about this topic.

https://gizmodo.com/lightspeed-presents-the-perfect-match-by...