Earlier quoted context omitted.
As someone who remembers the web before personalization, the product experience was better. It may be true that Google has over-invested in personalization-driven features, and under-invested in user-neutral features. Personalization belongs in the agent. Specifically, the agent that I own and control.
So Google sends metadata for 5B videos to your browser, then your browser ranks them and shows you the best one? How would your agent do personalization?
Centralized services have built personalization systems in which they operate the personalization algorithms.
I don't have a problem with that, per se, except in that their interests (profit) and user interests (effectiveness) are only partially aligned.
The biggest reason, as near as I can tell, these system architectures were built is that control of personalization algorithms means (1) a means and reason to collect and retain data on users (that can be used for targeted advertisement) & (2) a means to execute targeted advertisement (via insertion into "recommended" content).
It's likely the only way these services are possible at the "free" price point. But it's disingenuous to suggest that they're the only model by which personalization could be realized.