“Our age is on the verge of a changed conception of the nature of truth. Nearly every website contains some kind of customization function based on Internet tracing codes designed to ascertain a user’s background and preferences. These methods are intended to encourage users “to consume more content” and, in so doing, be exposed to more advertising, which ultimately drives the Internet economy. These subtle directions are in accordance with a broader trend to manage the traditional understanding of human choice. Goods are sorted and prioritized to present those “which you would like,” and online news is presented as “news which will best suit you.” Two different people appealing to a search engine with the same question do not necessarily receive the same answers. The concept of truth is being relativized and individualized—losing its universal character.”