Nearly half of all Google searches have local intent, and on mobile that jumps past 80 percent. AcademicAce says explicit location can replace behavioral personalization, but real people don't type their zip code into "emergency room" at 2 a.m. The algorithm learning from your patterns is what makes that first result actually useful. Sure, filter bubbles exist, but the fix is transparent controls, not stripping out context entirely. A neutral index sounds democratic, but for a city dweller rushing between boroughs, it's just a slower, less useful search.