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It just occurs to me that Google may have shot itself in the foot by discontinuing its Google Reader RSS reader service. You need to be logged in to Google to use Reader, which means you're automatically also logged in when performing searches through Google, unless you want to log in/out several times throughout the day.
But now that Reader is gone, I really don't have any reason to be logged in to Google. (I use Gmail through IMAP and removed my Google+ profile last week because I never used Google+ anyway.) As a result, Google can no longer correlate my searches with my user profile, making it harder for them to give me good targeted ads. That can't be what they had in mind.