  Questions concerning objectivity in the context of search engines are also examined by Goldman (2008), who seems to defend—and, at times, perhaps even applaud—search engine bias in that respect. First, he notes that search engine companies “make editorial judgments about what data to collect and how to present that data” (2008, 122). However, he also believes that search engine bias is “necessary and desirable”—i.e., it is “the unavoidable consequence of search engines exercising editorial control over their databases” (p. 127). So he is willing to concede that “search engine companies, like all other media companies, skew results.” But while many assume that search engine bias is undesirable, Goldman sees it as a “beneficial consequence of search engines optimizing content for their users.” He also believes that “the ‘winner takes all’ effect caused by top placement in search results will be mooted by emerging personalized search technology” (p. 121). He further argues that “personalized ranking algorithms” will “reduce the effect of search engine bias because there will likely be multiple ‘top’ search results of a particular search term instead of a single winner [and] personalized algorithms will eliminate many of the current concerns about search engine bias” (p. 130). Thus Goldman seems to suggest, paradoxically perhaps, that any problems affecting objectivity will be solved by increased subjectivity in the form of personalization of results achieved by personalized search algorithms. However, this direction in search engine evolution can have serious negative effects for democracy and democratic ideals (discussed further in  Section 3.4).