Search is exquisite genius and yet still woefully imperfect as we become experienced consumers of it and understand better what it could be. The race for personal relevance will not slow down but I do believe it will improve, with hiccups, or be disrupted over time.
That said, the video below, a Ted talk by Eli Pariser and author of The Filter Bubble, will enlighten your view of how sites like Google, Facebook and Yahoo! News tailor information based on the analysis of your habits.
$GOOG $YHOO $FBOOK