Eli Pariser gave a talk at TED which posits that tailoring algorithms are creating ‘filter bubbles’ around each user, restricting the information that reaches you to be — unsurprisingly — only what you want to see. While you might be happy that your preferred liberal or conservative news hits you, you’ll never get to see the converse. This is because Google, Facebook, newspaper sites and even Netflix filter what hits you before you get to see it. And since they give you what you want, you never see the opposing viewpoints or step outside your comfort zone. It amounts to a claim of censorship through personalization, and now that every site does it, it’s becoming a problem. Pariser calls for all sites implementing these algorithms to embed in the algorithms ‘some sense of public life’ and also have transparency so you can understand why your Google search might look different than someone with opposing tastes.