It seems that your browsing experience is a totally controllable activity – at least if you’re a naive user. Youshould know by now that your online presence might be tracked by some giant companies which drew the attention of founder of MoveOn.org, Eli Pariser, who has observed some crucial points in surfing the Web. In his book, The Filter Bubble: What the Internet Is Hiding From You, he observed that our searching results are based on previous searches, that is the Web shows relevant all the relevant information it thinks we need. The personalized search results are displayed solely because of different algorithms are at work. Pariser explains that we are all living in ’filter bubbles’, which effectively help us choose what kind of information we need. This might sound promising, but Pariser rather talks about the adverse effect of these personalized Web.