SEARCH ENGINE BIAS AND THE DEMISE OF SEARCH ENGINE UTOPIANISM

Due to search engines\u27 automated operations, people often assume that search engines display search results neutrally and without bias. However, this perception is mistaken. Like any other media company, search engines affirmatively control their users\u27 experiences, which has the consequence of skewing search results (a phenomenon called search engine bias\u27). Some commentators believe that search engine bias is a defect requiring legislative correction. Instead, this Essay argues that search engine bias is the beneficial consequence of search engines optimizing content for their users. The Essay further argues that the most problematic aspect of search engine bias, the winner-takeall effect caused by top placement in search results, will be mooted by emerging personalized search technology