If you don’t like this, however, these settings can be changed by turning off personal results. Google’s (admittedly handy) Autocomplete prediction works by reflecting both real searches done by other users on Google as well as your own past searches. The entire time I was using the search engine, I didn’t feel inconvenienced by the lack of personalization. Privacy is the biggest draw of DuckDuckGo, and it applies it in a way that doesn’t feel restricting. Using DuckDuckGo brought me back to a simpler time when a search engine was only there to answer questions like, “What is the best laptop under $1000?” or “What was Tim Robbins’ character’s nickname in Top Gun?” (It was Merlin.)
I barely remember a time when my every move wasn’t tracked, analyzed, and then marketed back to me through targeted suggestions and ads. Google has taken steps to address the issue by allowing you to disable search personalization under settings, but I suspect many users are still unaware of this option.
For someone who has used Google most of his adult life, this feels oddly refreshing.
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