This concerns me because predicting people's tastes and spoon feeding them the content they crave typically reinforces their views; especially topics related to

This concerns me because predicting people's tastes and spoon feeding them the content they crave typically reinforces their views; especially topics related to politics or personal values. Confirmation bias is running amok on sites like Facebook where, sadly, a lot of folks get their "news". Based on personal observation, I don't think the majority of users are even aware of the optimization algorithms.