I have seen this too but never really thought about why. Great talk and a concern for everyone IMHO.
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)
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