"This change makes it easier for people to get an accurate understanding of whether their results have been personalized, while also providing them with the opportunity to explore non-personalized results," spokesperson Ned Adriance says in a statement. "We also make it easy for people to adjust their personalization settings at any time."
Adriance adds that "while we previously showed this information in About this result on individual results, this display is more accessible and clear." This indicates that Google is aiming for transparency and user-friendliness in their search functions.
Adriance also says that the link "gives people the option to temporarily view results that aren't personalized" - so note that if you tap the link to try results without personalization, you're not permanently changing your personalization settings.
You have already been able to get unpersonalized search results for a very long time; as Search Engine Roundtable reported in 2007, you can see unpersonalized results by appending a parameter, '&pws=0,' to the end of a Google search URL.
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