I use Google more than I use Yahoo! today. Largely because of gmail. I had an account early, migrated contacts, newsletter subscriptions etc...i also use gtalk, which integrates nicely with gmail. I have the toolbar, use google news, blogsearch, have set up the google personalized home page (but never uses it) etc...What matters here is that increasingly, i am logged-in Google. Every click, search, email, chat is recorded and can be tied back to me. Definitely building up my personomy there.A good bunch of the people I know also use a similar array of services from Google. Their clicks, searches, emails, chats are also recorded. We are linked since I have them in my address book, they have me in theirs. Google has my personomy, theirs and the personomies of million other people. When will they start pitching me content, sites, services based on what lies at the junction of our personomies? Not quite yet. The personalized search history feature had a "people-who-searched-for-the-same-keywords-you-do-also-search-on" but it seems to be gone. Understandably so since apparently, these people were searching for "V sld XOM" and other very obscure keywords :)...but that does not really matter because you know what? They are trying and will get there eventually.google, personomies, search history