  Zimmer (2008, 77) believes that Google’s ultimate goal is to “create ‘the perfect search engine’ that will provide only intuitive, personalized, and relevant results.” Halpern (2011) points out that the search process has already “become personalized”—i.e., “instead of being universal, it is idiosyncratic and oddly peremptory.” And Pariser (2011), who asserts that “there is no standard Google anymore,” also notes that with “personalized search,” the result(s) suggested by Google’s algorithm is probably the best match for the search query. Some ethical implications affecting the personalization of search algorithms are examined in Section 3.4.