This assumes that 'filter bubble' is something more than a nonsense term.
There is little difference between personalization and the relevance of search results.
How would you go about ranking then? alphabetically?! it's a matter of tuning the relevance 'dials' and it's all in early stages so a solution to this imaginary problems is more research and not to create bullshit terminology in order to sell some books.
Most people don't realize that Google and other companies are doing this. That's my main problem. It's not about selling books in my mind as much as it about communicating why something is in a search list for person A vs. person B. I don't want my Internet censored.
People don't realize many things about search engine from indices to ranking algorithms, they do realize however that a search engine is to return the most relevant results for them and that is were personalization/relevance fits in.
There is a major difference between personalization and "pure" relevance, at least as used here. However, it is more of a question of inputs than actual terms.
"Pure" relevance is solely a function of the query and the document - R(q,d).
Personalization involves the user and possibly the context - R(q,d,u,x). Now, if you consider the user and their context to be part of the query, then yes, it's the same thing as relevance.
So the real question: should the user's identity/history/profile and/or current context be considered a part of the relevance function or not? DDG says no, Google says yes.
Thinking of it in this way makes the real question clearer. Unfortunately, it will probably make little sense to most Real Users.
There is little difference between personalization and the relevance of search results.
How would you go about ranking then? alphabetically?! it's a matter of tuning the relevance 'dials' and it's all in early stages so a solution to this imaginary problems is more research and not to create bullshit terminology in order to sell some books.