On The Web, you are what you do.
Greg Linden reports that Findory is personalizing web, blog, and news searches. The personalization is based upon things you've clicked through on Findory. The deployment is still in its infancy, but this is a harbinger of the types of things that Google, Yahoo, Amazon, et. al. can do with possession of (accurate or inaccurate) profiles of your behavior.
If it turns out that these searches are better than straight, unpersonalized, keyword search, it could be the hook that entices people further into a service like Findory. Previously I evinced some skepticism that Findory could get enough click through info to build a decent profile. But enticements like improved searches could prove me wrong.