Google / Bing "Filter" Bubble Effect
If Google & Bing goes with ALWAYS using you social network to "refine" results you will soon get a filter bubble wrapped around all searches that you do if it reconizes you.
It will, in effect, act as a complete block on items outside your calculated (by them) social / search history and never show up anything else that falls outside the statistical "norm" it has deteremined as to what you like.
All this happens in the background. 99.9% of the people (my guess) would not even be aware of it, and thus their actual views of the world would naturally be skewed to what they already think.
This goes back to the old days when people only got 1 newspaper and that was the sole source of information. That really determines what you think is happenning in the world. The editors picked what stories to run and how they were written so it does change a person's view of the world.
Google / Bing is being that "single" newspaper and determing what you will see when searching. It would make sure you see items which you like which in turn make you think they are doing a good job since you LIKE the results what you are seeing and thus a positive feedback loop.
