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Google must filter. That's a given. And your philosophical argument is valid. So, I'm not arguing against filtering, but against a type of filtering that makes the "world-wide" web into a local echo chamber. When I see only the results my friends like, I miss out on a world of thought.

Google, by flattering me with my own opinion tenderly echoed back to me in other voices, can increase their popularity, strengthen their brand, and grow incalculably rich. And keep us all in our personal ghettos.