I get the idea about biases creeping in that you don't even know about. But it's pretty easy to do a search for the opposite of something. For example: google

I get the idea about biases creeping in that you don't even know about. But it's pretty easy to do a search for the opposite of something. For example: google Palestinian view google Israeli view I would be surprised if personalized search results got so extreme as to make that not work. The problem of filtering out low quality or irrelevance is much harder. I believe I'm substantially better than the average person at finding things on the web yet I waste many hours per week trying to sift out high quality information on various subjects I'm researching. So I, for one, would welcome filtering that is far better and far more personalized than what exists today. And I don't want to have to spend hours per week fiddling with Yahoo Pipes or something along those lines in order to get there. Whether any of the new attempts at automated personalized filtering will greatly improve quality/relevance is a separate question. The answer to that probably won't be known for years. EDIT: inserted line break