Comment highly dubious (Score 5, Insightful) 131
... this idea smacks of a tool that's trying to be *too* helpful, and ends up getting in the way. Kinda like the old microsoft paperclip. I went and turned off this function in google accounts when I realized that my search results were being shaped based on my history, since that partially defeats my expectations of how a search engine behaves, and degrades the utility, insofar as the utility (to me the user) is based on receiving an unbiased sampling of the matches.
I'm also troubled by this trend in the way that google delivers their news offerings, it seems that the logical progression of this is that we will mostly only be exposed to material that fit our highly individualized pre-existing reality bubbles.