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As web companies strive to tailor their services (including news and search results) to our personal tastes, there's a dangerous unintended consequence: We get trapped in a "filter bubble" and don't get exposed to information that could challenge or broaden our worldview. Eli Pariser argues powerfully that this will ultimately prove to be bad for us and bad for democracy. Our filter bubble causes Google and other search engines to limit our searches by personalizing them. Personalized filters look at what you click on first which will throw off the balance of the information you receive. This filter bubble is important to understand so you know when search engines are personlizing your searches so that you can learn how to balance your searches.