The default case is that everyone has a &quot;search profile&quot; but it is made by google and applied to abstracted parameters.<p>Everyone wants a &quot;search profile&quot; except they would like to control it and how it is applied as it is, for most people, their most important interaction with a computer, e.g. how they access information.<p>Currently, in some respects, that is out of a single silo or set of balkanized silos.<p>This will not be true in the future. One place can not dictate information flow for world. Plus, Alphabet has better things to do