It’s another case of personalization vs. privacy. So, which side do you support? And by that, of course I mean, do you want Google search and Facebook feeds to use the information they have on you to provide you with “filtered” content?
In their opinion, they’re making your user experience better. Google knows the kind of sites you use for research. They know you prefer Wikipedia results to content farm sites. Facebook knows you interact with certain friend’s posts more than others. So, what if they just went ahead and automatically adjusted your results based on your usage?
Personally, I love that they do this. Others feel differently. They feel like this “filtering” isn’t their choice. And their solution is to provide users with control options to determine what kind of “filtering” they prefer.