Hidden Internet filter bubble?

http://www.cnn.com/2011/TECH/web/05/19/ ... y.pariser/

Interesting, never thought this applied to news items. I use google news headlines and see a wide variety of balanced news sites. But then I don't keep permanent cookies in firefox. So it sounds like different users can get different search results, not just for marketing, but opinions and news too?
Personally, I always despised the whole cookie thing. And I hate googles type ahead search bar.
Are there right and left cookies?

"The Filter Bubble: What the Internet Is Hiding from You," details the ways Facebook, Google, Aol and numerous other online hubs quietly are personalizing the Internet for their users.

A couple of years ago, when you Googled something, everyone would get the same result. Now, when I've done these experiments, you can really get these dramatically different results. One person Googles and sees a lot of news about protests and the other person gets travel agents talking about traveling to Egypt.

I'm basically trying to make visible this sort of membrane of personalized filters that surround us wherever we go online, and let's see what we see.