At a Harvard symposium on search development, the big players agreed that personalization was the key to increasing search relevance and importance to audiences. But the search engine leaders are nervous. They all believe the technology to deliver it is already there, but the audience may not quite be ready for the intimacy involved in a truly personal search experience. "The question is, are people willing to give up (information) to get a better search engine back in return?" asked Rahul Lahiri, a vice president at Ask Jeeves.