@ Ginger. It comes back to my point about how we make people aware of this Ginger. Now that I know my searches are personalised, I can make an informed decision about whether to drill deeper or accept what's dished up. As choosing a particular algorithims - again, confessing my ignorance here (how embarrassing) - that, too, requires a level of education that I have not had. Perhaps ultimately it all comes back to education - making sure that Internet users are not simply blindly using but are aware of what's going on . My vote would be for the 'unfiltered results' icon... nice one!