The tailored search results ARE scary. For example if you are into conspiracy you find more conspiracy. If you think all conspiracy is nonsense you get results that confirm that bias. Basically they can keep you in a small intellectual box.
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100% true. We are fed what we like to eat. Have you noticed that only 20% of your facebook friends ever pop up on your timeline? The 80% you don't interact with anymore have faded away....thank you, facebook.