Will iGoogle Change the Way We Search

Personalized search has been a concept floating around, with iGoogle (AKA Mockingbird) making its debut. Well, not really. It's been around for a little over a year, but it's taking on a whole new level of personalization besides a few widgets.

Google wants to compute PageRank for every single person, and thinks of personalization in 3 parts. There's Search Your own stuff (e.g. Google Desktop Search, Web History), Traditional (pull), and Push, like recommendations that might be part of iGoogle.

Google’s personalization efforts and features might allow for a nice homepage, but is it recent advances in search algorithms that have given Google the power to bring personalization to a new level, or would the agenda have anything to do with something else? Like new ways to obtain data on users? My tin foil hat says the latter.