" Most personalized filters are based on a three-step model. First, you figure out who people are and what they like. Then, you provide them with content and services that best fit them. Finally, you tune to get the fit just right. Your identity shapes your media. There’s just one flaw in this logic: Media also shape identity. And as a result, these services may end up creating a good fit between you and your media by changing ... you. "

― Eli Pariser , The Filter Bubble: What the Internet is Hiding From You