What about applying it to non-transactional stuff like news? Should it personalise results based on what it thinks I like?
Again with subjective/objective distinction — I know my friend will tailor movie recommendations to me based on mutual interests / past discussions.
I expect though that a library catalogue would point me to the same info on global warming no matter who I am.
The trouble at the moment is that Google is conflating these two types of interaction & the user doesn't know which of their queries are personalised (and to what extent / based on what criteria).
> How do their algorithms know what should and shouldn't be personalised? Do humans even agree on where to draw the line?
In my opinion, this is the crux of it — are we happy with algorithms filling this blank unfettered, based on their own learning. If not, it's something that we have to discuss and agree on, and then enforce / bring visibility to.
At present, Google aren't negligent (legally anyway, as we haven't set any bar) and may not be acting maliciously. But if we think change is necessary (at least for visibility of what's happening under the hood), we need to ask the questions around these services to drive that change
