He related an example in which one user searched Google for "BP" and got investment news about British Petroleum, while another searcher got information about the Deepwater Horizon oil spill, and noted that the two search results pages were "strikingly different".
Dia mengaitkan contoh di mana satu pengguna mencari Google untuk "BP" dan mendapat berita investasi tentang British Petroleum, sementara pencari lain mendapat informasi tentang tumpahan minyak Deepwater Horizon, dan mencatat bahwa dua halaman hasil pencarian "sangat berbeda".