Is personalization making the internet less personal?

It’s an interesting question, one that sounds absurd at first but that actually starts hitting home once you think about it. If websites are in the business of guessing what we might be interested in based upon our clicks, aren’t we training it to fit into our past rather than give us the opportunity to see into our future? In essence, the collapsing of the internet through the personalized reduction of choice is actually making it less personal.