The Google Custom Search Engine is the company's biggest push yet to rely on "the wisdom of crowds," where rival Yahoo Inc. and start-ups such as Rollyo.com and Eurekster.com have focused for several years.Google lets Web sites tailor search to user tastes - Yahoo! News
"It is basically applying human judgment by saying I can make search better by allowing people to decide," said Forrester Research analyst Charlene Li.
Google is moving beyond the formula-driven, one-size-fits all way it indexes the Web to a relativistic approach for finding sites. The move also points toward a balkanization of what different groups of people see on the World Wide Web.