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 whic you might not trust your friends with.
Eli PariserEric 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
Eli PariserThere's the idea that people should be able to control how the information that they're giving to websites is used and monetized in a more clear and powerful way. That's something that probably will need government action.
Eli PariserIn a personalized world, important but complex or unpleasant issues are less likely to come to our attention at all.
Eli PariserWhether it's Facebook or Google or the other companies, that basic principle that users should be able to see and control information about them that they themselves have revealed to the companies is not baked into how the companies work. But it's bigger than privacy. Privacy is about what you're willing to reveal about yourself.
Eli Pariser