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"Forced" personalized web, courtesy of Google, Facebook et al.?

I was intrigued by the article on CNN
http://www.cnn.com/2011/TECH/web/05/19/online.privacy.pariser/index.html

The main premise of the article goes something like this (paraphrasing) ...

Day-by-day we are seeing web getting increasingly personalized to each individual's taste.

Facebook only shows needs feeds of people we interact with, Amazon shows the books we may like and items we may buy. But more surprisingly, as author points out, Google search gives different results of based on who is searching!

The problem here is that we are not made aware of the fact that these searches / these news-feeds etc are being filtered and what are the criterion's of these filters.

As the author says, these filters make us good consumers by showing what we want to see but they do not make us not good citizens.

What is your take on these forced filters and have you experienced this?