> assumptions based on search autocomplete results (which vary based on location, IP address, browser, OS, and other factors).

I imagine you could just do the same searches in an Incognito browser window and get results not tailored to you, nor your location, IP, etc. (Or, I would be rather surprised if google searches were STILL tailored to some determinable attribute of you in an incognito browser window.)

I also imagine Seth did this (but only because I would be very surprised if he did not).