[bringtheaction]

You are talking about incognito mode / private browsing right?

When I open an incognito tab and search for “latex”, the entire first page of results is still all about LaTeX for me and I would bet my left hand that this is not universally true.

In other words, you are still seeing personalized results.

[obmelvin]

Yup, I tried the same thing. I would guess they are still doing some sort of server-side personalization and/or identification, they just don't continue to track you via cookies. For me it wasn't that surprising, I tried doing this from an IP address associated with a large CS dept.