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Something as seemingly benign as a search engine can’t possibly be a danger to our privacy, can it? After all, you have the choice to use a search engine or not use one if you think the search might reveal something about you that you don’t want to divulge. We’ll it’s not that simple.
The filter bubble Many search engines use what they learn about us to provide us with links that we are likely to click, not necessarily what we are looking for. Often enough what we are looking for and what we are likely to click overlap enough that we learn to like and trust what these providers present to us. When we follow the links that the algorithms think we want to see, our biases are reinforced.
Transparency is good, but there are some things that shouldn't be made public. It's up to all of us, individually, to maintain control of what is public information and what is not.