Many strands are brought together in this smart review of the coming merge of social and search, which will take much further the secondary role social is already playing in some search engines.
It raises 3 core questions.
1. I am entirely happy that clever algorithms should put together the strands of my digital (and analog) life to my benefit. I am entirely unhappy if there is no clear way found to keep this info entirely, forever, private to me; unless I choose to part with it for cash or some specific service.
2. I am also happy to have a tailored version of search operating in particular situations (so when I search “weather,” the first hit is my local weather not the dictionary of meteorology. But in less obvious cases not only do I want a choice, of social search and, as it were, asocial search; I want a flashing light to remind me that my private universe is being mined, not the universe out there.
3. There’s a fundamental distinction to be drawn between biographical, geographical, or personal preferences in matters of, say, food and music; and broad issues of information and opinion. So it is not at all OK that a Democrat should get a view of history and politics designed to be favorable to him or her; or that doubters of human causation of climate change should receive preferentially material favorable to their cause.