  This trend toward the “personalizing” of algorithms feeds directly into concerns affecting (B). Even though many sophisticated users might suspect that the lists of returns for their search queries are biased, for any number of possible reasons—e.g., paid advertising, unfair influence by large corporations, editorial control, and so forth—many search engine users still tend to assume, perhaps naïvely, that when any two users enter the exact same search query in a major search engine such as Google, they would receive identical lists of responses. In other words, even if the formula used is skewed, or biased in a way that favors some sites over others, the search algorithm would nonetheless return results based on a formula that is internally consistent, and thus standard or “objective” in some sense. But, this is no longer the case in an era where formulas based on “personalization” generate search results tailored to a user’s profile. For example, if I enter the term “eagles” in a search box, the list and the order of returns that I receive will likely depend on the profile that the search engine company has constructed about me. If the company determines that I am interested in biology, for instance, I may be directed to a site sponsored by the Audubon Society. But, if instead, it determines that I am a sports enthusiast living in the Philadelphia area, I may be directed first to the Philadelphia Eagles Web site. On the contrary, if my profile suggests that I like rock/pop music, I may be directed first to the site for the Eagles music group. So there would not appear to be any overall “objective” formula used by the search engine in question.