Aside from the privacy stuff in the article, I noticed the point about recommendation. That scared me as much as the privacy issue. Not because I don't like Google or anyone else (hunch?) recommending me things but because I would hate for society to become super specialized. What I mean is, those engines will make it incredibly hard to discover new things. At least, going to the book store was always a discovery chance, Amazon sorta killed it. I still go to the brick and mortar store just for that reason, to see what else is there that's not usually on my recommendation list on amazon.

I just don't want to end up pigeon holed into one world and be walled off.