different search results based on with the click on in the past, what kind of person they are, on dahukews it happens actually the stories themselves, and this is spreading across come it's been based in two or services online for the simple reason that if you can provide this sort of code word as relevance then you keep people coming back and presumably provide a better experience for them, but the danger is because it's very hard to see how your intranet differs from anyone else or what basis it's being edited, it's hard, you don't know what's being left out, you know, or not seeing what other people might d.c. and most people don't have a sense that it's happening at all. >> host: the internet is turning the accessible into the unknowns. you're not even aware that it's out there. so, you talk a little bit about knowing what kind of people we are, using that as a way to filter search results in yahoo! giving the same thing with yahoo! news and so forth and get this isn't just a matter of being locked in. you are saying google is doing this even if i don't have an account if i'm not lo