The transmogrification of search to be coded as the most individually relevant begins a very dangerous route towards 1984.
There is a troubling hidden risk that the people who proclaim and defend liberty are blinkered by the immediate gratification of personal relevancy in search which in the long run will have to weaken the foundations of our free society. Enough statistics, especially self-fueling data can lead to the conclusion that some data is neither wanted nor needed. Perhaps data from the opposition party fits here? But then maybe we’ll be shown it doesn’t. We all know that there’s no sound made from a falling tree if there’s no one to hear it.
Perhaps a solution to the question of “Is search going to be what we like?”, and Eli Pariser’s TED presentation “Beware online “filter bubbles” is to invoke a choice, where personal relevancy can be switched on or off in pure search. Sure, let the personalized adverts hit me as they wish, this seems to be the price to pay for access to the world’s information, but never let us forget where pawning our free right to access information may lead.