SEO for Google's New Look

It looks like the new look of Google searches focuses more of Google becoming a commercial business and, as of now, it doesn't look as good for SEO purposes. Google, when it first arrived, looked very impartial and focused itself on research and presenting material in a simple format. Now, with the personalizing effect, it has gone away from being a tool and tends to look more like a home. I was curious to hear what you thought of this strategy. Also an interesting side note is I heard that Larry Page recently said that everyone's bonuses are tied into the success of Google's entry into social media. Definitely food for thought.