But sometimes, it's just meant as emphasis of the word, together with a nod to the fact that the specific word may have been consciously chosen by others, and you're reusing their label without fully endorsing it.

For example:

I don't want the kinds of results Google calls "personalized".

Using the quotes elsewhere alludes to that same sort of sentiment – referring to something that others do literally call "personalized" – but in not so many words.

There may also be a slight implication of a "scare" second-level of meaning – maybe when Google claims the results are "personalized", that's really just cover for "revenue-optimized despite what's best for me". But that sinister reading isn't required by the quotes, just vaguely hinted.