And my hunch is, you'll guess wrong about, oh, 8 times out of ten. Google search is the last place I go to look for something that's already one of my interests. For that I have twitter, my feed reader etc. I only google things that I have no, or little, familiarity with. Google search is supposed to tell me WHAT I DON'T ALREADY KNOW. In fact, now when I think about it, you could use my information to make search better by LOWERING rather than increasing the rank of any result that I'm likely to already know.