“Web search engines are beginning to offer personalization capabilities to users. Personalization is the ability of the Web site to match retrieved information content to a user’s profile. This content can be set explicitly by the user or derived implicitly by the Web site using such user profile information as zip code, birth date, etc. (…) Our findings show that despite the high level of interest in Web personalization, most search engine Web sites currently offer no or limited personalization features.” (Yashmeet Khopkar et al. – First Monday 8.7)