Google

Over the years google have revolutionized how we surf the web. Searching has never been easier. In high school it was so difficult to use the internet to write research papers, it took hours to find a relevant article using AOL or Yahoo. With the use of google scholar I find most information I am looking for within minutes.

I see transparent personalization as making searches more efficient and relevant. I don't believe that getting the information you are looking for faster will keep us from having different perspectives or magnify our difference. The whole reason why I search for something is because I am looking for something in particular and the less junk i have to shift through to get there the better.

As long as google keeps on evolving to fit the needs and demands of the population I don't see it going anywhere and as long as there are other competitors in the industry it is not a monopoly.