I wouldn't mind that one. That a man in the US and a woman in Japan would get different results for a search for "sushi restaurant" is perfectly reasonable (even if the woman in Japan was searching in English).

It's when two people in the same neighborhood got different results for the same search that I said "wait a minute, they're personalizing search results now for ad-targeting purposes" and ditched them. The potential for them to deliberately hide things from you was too great.

I understand the potential for abuse, but it is useful when I search for python and get programming languages and someone else gets snakes.