In a narrow sense, it’s useful for like… e.g. location-based search…So of you search “cosmetic dentistry,” it’s useful to privilege results closer to you (or at least you could make that argument). But broadly, in practice, “personalization” is primarily optimized for the ad buyer or first-party company’s goals (e.g. engagement, click-through) as per phases 2 and 3 of the enshittification cycle… And we know what happens to secondary goals as systems become increasingly optimized.
So I’m not claiming that it can’t be los dos, and indeed in phase 1 it definitely is… I’m claiming that it isn’t los dos, in practice, at this moment in history.
Just generally not being a jerk, in a situation where people are often jerks.