It is true that Google Searches are trying to get too 'personal'. It can be seen that personalisation of searches on Google is said to be common and it is inevitable.
Since Google is said to be the number one search engine, they should be of a very high standard and at the same time they also need to be convenient for users and able to manage multiple bandwidths in search terms. SEO also tends to be burden on Google which has its own set of rules.
Personalisation basically means that the searches will have personal elements in them. Google however claims that they are now moving away from personalisation in searches and are more directed at Gmail and Google Assistant. They further add that the personal components are limited to location and prior searches.