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From Barnes & Noble
You probably didn't notice it, but in December 2009, your internet changed. During that month, Google began customizing search results for each of its billions of users, based on our previous click-on history. Before long, other websites, including those keyed into Facebook, also adapted personalizing searching. Though designed for user convenience, this policy change has had a major secondary effect: Its prioritized links give us what is pleasant, familiar and confirming our beliefs, filtering out statistically less appealing results. Thus, whether you are a liberal or a conservative, you will have to dig deep to find news sources from opposing views. That, according to author Eli Pariser, is just one disturbing byproduct of this ever-refined monitoring. In The Filter Bubble, he describes the phenomenal growth of data companies devoted to mining your web history for resalable data about everything from your shopping habits to your political preferences. Alarming; informative; destined to make headlines.