Search results being personalized can improve user experience when delivering your search engine results. It seems not everyone is so happy about search results getting more personalized.
Google announced the launch of this new feature that will allow users to star their search results for the ones they like. This can lead to these results showing up at the top of the SERP in future searches.
This is still new, so there’s always room for the feature to improve and get better. The start of this feature also means the end of Google’s SearchWiki. Though, I wouldn’t expect this [personalized search] to go away anytime soon.