Gigaom

There’s been a lot written about the benefits and disadvantages of Google’s (s goog) new personalized search, which the web giant calls “Search plus Your World.” Some say they appreciate social results in their searches, while others say Google is just cluttering up its results with useless content, so they are turning to alternatives like Microsoft’s Bing. (s msft) But as author Steven Levy notes in his analysis of Google’s new features, the real point is that by favoring results from its own Google+ social network over content from competing networks such as Twitter and Facebook, the company is dangerously close to reneging on its original promise to provide unbiased links to those searching for information.

Google has said that by offering its new personalized search, it’s trying to evolve from being just a search engine that ranks links between websites, and become one that “understands not only content…

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