In its bid to hold on to its dominant market position, Google has taken the obvious next step in the evolution of its Search Engine by personalizing it. The new 'Google Custom Search Engine' (yeah, I know, catchy name) allows a user to embed the search engine into web pages and blogs and also allows users to determine the type of results they want to see and which pages to give priority to. So, is it a worthwhile tool or a gimmick? You decide. Just google it and see for yourself.