Everything you're saying here is true. Nevertheless, I think the key point being made here is solid: Filters make editorial decisions, therefore:

1. Filter designers should consider the impact of their editorial decisions on the world view of their readers. Its possible to provide an information view that is too monochrome, and in some contexts (like news) that could have negative consequences.

2. More filter transparency is desirable. I can google myself, but I have no way to know if I'm seeing the same things that you're seeing when you Google me. The question of "why I'm seeing this result and not that result" has been asked a lot and so far no one really wants to answer it. Also, the personalization of results makes it hard to communicate. You can't tell someone "its the first Google result for XYZ search" because XYZ search is never the same for everyone.

I'd like to be able to view searches through a collection of preset filters or lenses. For example, being able to switch back and forth between a personalized and generic result list might be interesting.

RE: The Fallacy of the 'The Filter Bubble'