vastness of the internet creates a more specified "self"?

http://www.psychologytoday.com/blog/compulsive-acts/201102/rise-the-online-narcissist
Elias Aboujaoude, M.D.
"Rise of the Online Narcissist"

This article talks about how increasing options for personalization in online media is creating greater narcissism in its users. The internet is fast becoming more "I-centric" as technology becomes more specific, and you can tailor your "online experience" to suit your "individual needs." Aboujade cites services that allow you to personalize your news media, to choose which types of articles will appear on your virtual front page. He also discusses services that allow you to watch any television show or movie, whenever, that also generates recommendations. All of these things serve to make the internet more specified to your personal interests. He points out that to complain about this rings slightly false, as greater personalization is a result of the consumer's desire for exactly that. However, he points out the two major consequences of this phenomena, which are that by personalizing to the degree that we screen out what seems uninteresting makes our lives narrower instead of broader, and also in that by having our smallest needs catered to, we are growing more entitled.
What I thought was most interesting about this article was the way it suggested that the overabundance of information could lead to people becoming more narrow minded. Many online services, from netflix to amazon to pandora, use complicated algorithms to make recommendations for its users. While the user feels that this is broadening their interests and exposing them to new things, it is actually pigeonholing that person into a narrow field of potential interests based only on their other interests. Taste is being replaced by an equation for finding what you like because you already like similar things. Even with the wealth of information available on the internet, people still seem to prefer to have what they feel comfortable with served to them over and over again. Does the fact that a computer program's algorithm is responsible for your new "discovery" make it less personal?