We are surrounded every day by advertisements that do not pertain to us; meat if you are a vegetarian, shoes if you are crippled, expensive vacations to the East when you barely have enough money to pay rent. Yes, companies will try to sell anything and to anyone, which is where the benefits of filtering come into play.
Authorities filter the information you are able to receive by identifying the user making the request to search something, and then having personalized results for that user show up. With the personalization search engines can offer, the user is saved time by being able to skip over other information that does not have as much likelihood to being important based on the information the user has already put into the web.
Andrew Keen viewed journalists as cultural gatekeepers because of how they filter information as well for us. Journalists do not add in every detail of information or their own opinions often because they are filtering to get straight to the facts that will affect you.
Eli Pariser explained in a recent TED talk that, “There are 57 signals that Google looks at to personally tailor your query results. There is no standard Google anymore.” Having your information filtered this way not only saves you time from having to cycle through as much useless information, but always brings a customization to your search engines and advertisements that can help recommend more significant products to you.