When on the Internet, we tend to see what we like, and therefore like what we see. Whether we know it or not, the Web creates your personalized e-comfort zone/-s.
A thumbs up on Netflix or a thumbs down on Facebook feed into algorithms that then try to predict what you want or don't want on the Internet.
Personalization on the Web is becoming so pervasive that we may not even know what we're missing, the views and voices that challenge our own thinking.
We like it when our own feelings are affirmed on the Web. As a webmaster, if you can provide that warm, comfortable sense without tipping your hand that your algorithm is pandering to people, then all the better.
Personalization on the Web is like your own filter bubble, of your own predilections. You'd think that personalization on the Internet, in an ideal world, is supposed to streamline discovery on a personal level. However, personalization tends to sort people into categories that may limit their options. It cocoons users.
The issue with personalization algorithms on the Web is that they show a much narrower view of the world to the users, whereas they should really be showing a more wider view with numerous options. As a user, you must do your part. If you don't chip away at the insulation of consensus, the promise of the Internet could give way to a netherworld of narcissism.
It's in our collective interest to ensure that the Web lives up to its potential as a revolutionary connective medium. This won't happen if we're sealed off in our own personalized Web bubble.