What Facebook and Google are Hiding from the World

We found this very cool and very revealing video on Youtube. It discusses how Google and Social Media sites like Facebook are tailoring our personal experiences and what it means to a consumer who is surfing the web for information. Once you have a chance to give this a peek I am interested to know:

1. How do you feel about this from a consumer perspective?
2. How do you feel about this from a marketing (brand) perspective?

I am excited to hear your thoughts on this =)