Yusef Mehdi was speaking at the Goldman Sachs conference and let loose on some of the projects I've been working on at Microsoft:
. . . for those of you like me who hate to have to log into your homepage and you just like to have an Amazon-like experience where you come back and say, hey, we think we know who you are, so it just works, I've been dying for that feature, we're going to get that feature up and running; and then a lot of great personalization, implicit personalization not explicit personalization like we've done where today among even the best, us, Yahoo, My Yahoo, My MSN, everyone else, the most you can get is somewhere between 10 to 15 percent of personalization because of that explicit thing that's required. We're going to work on getting so where as you click and surf that we learn about you, we'll just build custom pages. We have a test of this up and running on kind of our sandbox, our Google labs equivalent, if you will, where you can go up on a news service and as you click we learn about you and customize a news service for you.
Someone is going to write a great book about the twists and turns of the search business. The background story to how this is all getting covered is far richer than anyone can go into at this point.