As Arwa Mahdawi wrote last year (http://www.theguardian.com/commentisfree/2013/oct/22/google-autocomplete-un-women-ad-discrimination-algorithms) in The Guardian:

“Google has become something of the secular equivalent of a confessional box. Within the confines of a search bar you can ask questions or express opinions you would never admit to in public. Our most popular searches are, to some degree, an uncensored chronicle of what, as a society, we’re thinking but not necessarily saying.”