Evgeny Morozov is against the plan to make Google Maps “highly personalized, giving preferential treatment to the places frequented by our social networking friends, the places we mention in our emails, the sites we look up on the search engine”:
There’s something profoundly conservative about Google’s logic. As long as advertising is the mainstay of its business, the company is not really interested in systematically introducing radical novelty into our lives. To succeed with advertisers, it needs to convince them that its view of us customers is accurate and that it can generate predictions about where we are likely to go (or, for that matter, what we are likely to click). The best way to do that is to actually turn us into highly predictable creatures by artificially limiting our choices. Another way is to nudge us to go to places frequented by other people like us—like our Google Plus friends. In short, Google prefers a world where we consistently go to three restaurants to a world where our choices are impossible to predict.
The Dish 