Today’s Internet giants — Google, Facebook, Yahoo and Microsoft — see the remarkable rise of available information as an opportunity. If they can provide services that sift though the data and supply us with the most personally relevant and appealing results, they’ll get the most users and the most ad views. As a result, they’re racing to offer personalized filters that show us the Internet that they think we want to see. These filters, in effect, control and limit the information that reaches our screens.