The article makes the assumption that personalized search results are bad for you, then goes on exemplifying it, but does not say or demonstrate in any way why personalized search results are bad, especially since it doesn't give any context about the person making those queries.
Search ranking is a matter of context. "Egypt" does not mean anything, other than the name of a country, and different people mean different things. When you're searching for "Egypt" and want to get travel tips, if you don't get them you can always expand your query to "Egypt travelling tips". But even that is a pretty shallow request and you can further expand it like "Egypt travel guide to the pyramids".
The search engine's job is to find what I'm looking for. And IMHO the current state of the art is a little behind my expectations - I would have expected these personalized results to be far more effective than they are by now.