The echo chamber worry is real, but that's a design flaw, not a reason to nuke personalization. A search engine that knows I'm a commuter, not a conspiracy theorist, can actually break me out of my bubble — showing me local news, diverse transit options, and restaurants I'd never find on my own. Without context, you get the default list, which is its own kind of bias: chains, corporate sites, whatever's most popular in some suburb. The fix is giving users control over what the engine knows, not pretending context doesn't exist.