This question has been on my mind too and I'm glad someone thought of asking on HN.
Google has been returning really obvious results that one expects to get based on search history, other internet usage, etc (much like Netflix's matching). So much so that in order to find really unexpected gems of info I need to really spend a great amount of time searching a lot of different websites (hacker news, reddit, linkedin, corporate affairs data, marketplaces, truecaller, etc etc).
I feel like we need a new search engine now that there are so many different types of search results (blogs / media, aggregators / marketplaces, directories, social profiles, company websites, etc). One that lets us take more control over the type of results one can expect and more importantly one that doesn't show you what you expect to see (after being heavily influenced by your previous activities).
Also, Google may have millions of results for every keyword, but the quality of those links deteriorates quite fast, post 3rd page results are just crap.
I genuinely believe that Google worked and innovated when other search cos were wasting users' time by not rendering results quickly, but today we need something that better suits the complexity of the web and doesn't heavily rely on usage histories, etc.