Will Google's Personalized Search Catch?

What does personalized search mean? Does this mean the search results are about me personally? Not exactly. Google recently launched personalized search which collects search results based on a history of searches. It allows you to log-in and then offers you a few searching options, one main search of all of Google and a second search based off of your subset of Google search history. Additionally, it features a calendar which can be clicked to view a daily log of performed searches which might come in handy at some point. However, I am wondering if Google's latest beta will catch on with average users. While others believe that personalized search will bring an end to conventional SEO methods, as addressed by Stuntdubl's Todd Mailcoat here.