Personalization is based on a bargain. In exchange for the service of filtering, you hand large companies an enormous amount of data about your daily life--much of which you might not trust your friends with.

1973 Fair Information Practices:- You should know who has your personal data, what data they have, and how it is used.- You should be able to prevent information collected about you for one purpose from being used for others.- You should be able to correct inaccurate information about you.- Your data should be secure...while it's illegal to use Brad Pitt's image to sell a watch without his permission, Facebook is free to use your name to sell one to your friends.

The Google self and the Facebook self, in other words, are pretty different people. There's a big difference between "you are what you click" and "you are what you share.

Your computer monitor is a kind a one-way mirror, reflecting your own interests while algorithmic observers watch what you click.

More voices means less trust in any given voice.

Eric Schmidt likes to point out that if you recorded all human communication from the dawn of time to 2003, it takes up about five billion gigabytes of storage space. Now were creating that much data every two days

Facebook was looking at which links I clicked on, and it was noticing that I was clicking more on my liberal friends' links than on my conservative friends' links. And without consulting me about it, it had edited them out. They disappeared.