Google's Search, plus your world (also known as SPYW) technology, a social approach to search that injects content from users' Google+ posts and Picasa photos into users' search results, has ruffled feathers in the Internet sector like no product since Google Buzz. While Buzz, Google’s failed social search effort, rubbed people the wrong way for exposing their Gmail contacts to other people, this personal search initiative is controversial for different reasons. On the privacy front, the service is not opt-in, which is a problem for privacy groups even though search results are tailored to each individual. However, not only are results HTTPS encrypted but Google has also made sure to mark personal results with specific designations used on Google+, including brandings for Public, Limited or Only you. More seriously, SPYW fails to aggregate content from Facebook and Twitter in the search results. This is proving to be a huge problem for Google critics who have accused the company of engaging in antitrust practices. Of course, this approach isn't without some rationale and its own back story, which eWEEK gladly supplies here in this slide show.
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