I just watched this TED Talk and found it very interesting, basically highlighting how web companies customize services for
us with the result that we are trapped in a "filter
bubble" and don't get exposed
to the same information.
http://www.youtube.com/user/TEDtalksDirector?blend=3&ob=5#p/u/0/B8ofWFx525s
I sometimes realized while on the phone googling with someone that we got different first links, but I discounted it that I was searching from a linux box.
I was surprised to see how two different people, based on their interests, got dramatically different results about Egypt when the protests were going on (for some the protests didn't even show up!) (at 2:38)