I also came across this Personalized Web Search at Google Labs which I think is new (could someone confirm?). You can specify a profile (which is saved in a cookie), search for something, and move a slider to increase or decrease the degree of personalization of your search results.
That's pretty awesome.
Google has developed new algorithms that dynamically reorder results by weighting the interests you enter in your profile. When you move the slider, it recalculates and rearranges the results to add more or less emphasis on your profile information.