But when you do read the links, it's really quite remarkable.

Daniel didn't get anything about the protests in Egypt at all in his first page of Google results.

Scott's results were full of them.

And this was the big story of the day at that time.

That's how different these results are becoming.

So it's not just Google and Facebook either.

You know, this is something that's

sweeping the web. There are a whole host of companies that are doing this kind of personalization.

Yahoo News, the biggest news site on the internet, is now personalized. Different people get

different things. Huffington Post, Washington Post, New York Times, all flirting with personalization in various

ways.

And where this moves us very quickly toward a world in which the Internet is showing us what

it thinks we want to see, but not necessarily what we need to see.

As Eric Schmidt said, it'll be very hard for people to watch or consume something that

has not in some sense been tailored for them.

So I do think this is a problem.

And I think if you take all of these filters together, if you take all of these algorithms,

you get what I call a filter bubble.

And your filter bubble is kind of your own personal, unique universe of information that

you live in online.

And what's in your filter bubble depends on who you are and it depends on what you do.

But the thing is that you don't decide what gets in.

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