I'm not sure about "fair" or "not fair" but I don't think people will like it.
People like to see what everyone else sees. There is something to be said for the group experience we have when we are online. It is like when people talk about serving up custom ads on TV and radio. How would that have changed the Super Bowl ad viewing extravaganza? We like to watch tv and surf the internet to see what is out there, see what is popular with others and to experience new things.
I'm sure personalization is our future in one form or another. I just don't think it will work if all we see in the media is a mirror of ourselves.
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