In the last couple of months I have noticed an increasing trend of supplying me search results that are completely unrelated to the current query and tie back to my location or previous searches. I can say this with a high degree of certainty this is without a doubt beyond the 100th instance this has happened.
My browser is configured against tracking and fingerprinting (in fact all my devices are) which would make it fairly difficult to retain any data unless they are profiling me.
Mostly to avoid conspiracies. The intended users are people who want to protect vulnerable family members.
Another purpose is to demonstrate that the big social networks could get rid of disinformation if they wanted to - "look what 1 person can achieve, in their spare time", kinda thing.