Google Personalized allows users to preselect areas of interest and then, once the results are in, to adjust a "slider" bar at the top of the page to make certain "personalized" results rise to the top.

http://labs.google.com/personalized/

I personally feel that for people that don't do much searching for lots of diffrent things then it will be cool, but for us folks that do a LOT of searching for god only know. I don't think I'd like it or use it.