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.
Slowly but surely I am coming to the realisation that free services sooner or later will drift away from their privacy claims
Precisely. Ad and user data supported products will always balance making their users happy, with making their paying customers happy.