SensoryMetrics has posted a hilarious view of how privacy changes the game for search engines. Treating social network friends as a group apparently helps the efficiency of their searches. In theory…

the intrepid MS researchers have discovered that search results are improved when the searcher’s contacts are taken into consideration. Basically, all of your LinkedIn friends are likely searching for something similar when Googling “what channel is the superbowl on this year” (Google Trend’s top 17 search term today.)

Microsoft’s Newtonian insight is based on a study using 100 Microsoft staffers. Apparently they were all Googling similar things.

Top 5 Microsoft searches:
1. Fixing vista
2. how to fix Vista
3. what do we do with Vista
4. windows 7 deadly sins
5. can I bring my iPod back to work

Too funny. This breaks down when you get groups of diversity rather than conformity, and perhaps even further once you realize your privacy can be tracked through association and so you start to leave search chaff (TM) intentionally.