The scare quotes are disingenuous. However we may dislike or disapprove of Google's algorithms, it is absolutely accurate to describe the results as personalized.
They individualize search results: they give different results to different people.
They don't personalize search results: they don't give people results which are optimal for the searcher, but rather those which attempt to be optimal for the advertisers without discouraging the searcher enough to swap search engines.
