I have been intrigued by the differances in material delivered to my inbox, when compared to a colleagues inbox, using the same search terms.  

Our lives are run by algorithms, every time we log on, our history, and assumptions based on that history, plays a determining role in what we see, the order in which we see it, and the offers that get delivered.

Given that Maths output is exact, black and white, it is the assumptions made based on the patterns of past behavior that create the differences in the content that individuals have delivered to them.  

It proves again the old adage,  “what you see is what you get”, albeit in an entirely different context.