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The strange thing is sometimes I learn things about my wife from the ads that are served. Creepy.

I know of a guy who found out his wife was seeking divorce weeks in advance because he started noticing divorce lawyer ads in his browsing! He eventually asked her if everything was ok and she came out with it. Crazy.

Same here. My recommendations used to be video games and tech. Now I'm seeing tons of cat videos and gardening.

Maybe youtube took a more expansive view of tech?

And it makes browsing for surprise gifts pretty impossible !

Not sure if intentional but Google ran a TV campaign here which featured Incognito Mode as the ideal way to buy "Surprise Gifts" for your partner.

"Surprise Gifts" mode pretty much immediately became a euphemism for "I'm going to watch porn" here.