Google Personalisation results

I recently went to bar with my girlfriend and couple of other people (not a techie), and she mentioned google now shows different results for each person and handed me her iphone comparing with my galaxy phone.

And the results were different for a broader keyword!!

I would like to start a thread discussing bout how it works and what s the impact for us SEO gru.

I continue to increase every bit of traffic I get on my sites. My advice is it does not matter how the search engines comes up with your results as long as your getting traffic and it increases from what ever your doing...

this is pretty old news, there are many threads on this topic if you have a search.