Unfortunately, what we see is not what is really out there. Internet majors like Facebook and Google filter the data out tailoring the results to the users’ profiles. For example, Google analyses 57 signals, independently whether a user is logged in or not, trying to tailor the Search Engine output as tight as possible to the user’s profile. Something similar is operated by Facebook with its timeline: it’s easy to see how the timeline presentation varies by applying a bunch of likes, in few minutes the before liked sources will be the hot update in your own timeline. These are only few of the examples: for example, Netfilx does the same with its suggestion mechanisms. Food for thoughts!