The extent to which the online experience is altered by targeted marketing is extremely limited. Certainly they are less influential on how people interact with the internet than are search engines’ own choices in search priorities. The user of Bing has a much more differentiated experience from the Google user, than do individuals targeted by demographic-based marketing strategies. Ultimately, it does not matter overmuch if people have somewhat differentiated experiences anyway as long as those different experiences make the online experience better.