Eventually, they will likely keep a centralized record for each internet user. They will then identify you by your browsing footprint and computer setup and then serve you "suggestions" and tailored information as soon as they figure out who you are. Thus to get "clean" information, we will have to change our IP address with a vpn, restart our browser and view one page at a time. Hopefully we will develop counter-measures by the time they implement such a system. I know people are working on it.