There's the idea that people should be able to control how the information that they're giving to websites is used and monetized in a more clear and powerful way. That's something that probably will need government action.
Personalization is based on a bargain. In exchange for the service of filtering, you hand large companies an enormous amount of data about your daily life--much of whic you might not trust your friends with.
More voices means less trust in any given voice.
