The Google self and the Facebook self, in other words, are pretty different people. There's a big difference between "you are what you click" and "you are what you share.

A world constructed from the familiar is the world in which there's nothing to learn.

Our brains tread a tightrope between learning too much from the past and incorporating too much new information from the present. The ability to walk this line – to adjust to the demands of different environments and modalities – is one of human cognition's most astonishing traits. Artificial intelligence has yet to come anywhere close.

By constantly moving the flashlight of your attention to the perimeter of your understanding, you enlarge your sense of the world.

Eric Schmidt likes to point out that if you recorded all human communication from the dawn of time to 2003, it takes up about five billion gigabytes of storage space. Now were creating that much data every two days

Democracy requires citizens to see things from one another's point of view, but instead were more and more enclosed in our own bubbles. Democracy requires a reliance on shared facts; instead were being offered parallel but separate universes.

Personalization filters serve a kind of invisible autopropaganda, indoctrinating us with our own ideas, amplifying our desire for things that are familiar in leaving us oblivious to the dangers lurking in the dark territory of the unknown.

More voices means less trust in any given voice.

Personalized filters play to the most compulsive parts of you, creating "compulsive media" to get you to click things more.

The algorithms that orchestrate our ads are starting to orchestrate our lives.

1973 Fair Information Practices:- You should know who has your personal data, what data they have, and how it is used.- You should be able to prevent information collected about you for one purpose from being used for others.- You should be able to correct inaccurate information about you.- Your data should be secure...while it's illegal to use Brad Pitt's image to sell a watch without his permission, Facebook is free to use your name to sell one to your friends.

Your computer monitor is a kind a one-way mirror, reflecting your own interests while algorithmic observers watch what you click.

Personalization is based on a bargain. In exchange for the service of filtering, you hand large companies an enormous amount of data about your daily life--much of whic you might not trust your friends with.