Google: For the choosing self

Google completely caters to the choosing self. One of the many things Google does extremely well is that they make the user feel special as they use Google. For example, on my birthday, the Google title was customized into a birthday font and when I moved my curser over the title, "Happy Birthday Amanda" popped up in a little window. As a Google user, I thought this was awesome, and it made me think about the extra miles Google actually does go to insure a positive experience for Google users.  

Not only does Google customize pages, they also customize searches for the user based on their past search history. Google is the most used search engine for these obvious reasons.