Snip from a thought-provoking post by danah boyd:
Sent from James' iPhone
You're a 16-year-old Muslim kid in America. Say your name is Mohammad Abdullah. Your schoolmates are convinced that you're a terrorist. They keep typing in Google queries likes "is Mohammad Abdullah a terrorist?" and "Mohammad Abdullah al Qaeda." Google's search engine learns. All of a sudden, auto-complete starts suggesting terms like "Al Qaeda" as the next term in relation to your name. You know that colleges are looking up your name and you're afraid of the impression that they might get based on that auto-complete. You are already getting hostile comments in your hometown, a decidedly anti-Muslim environment. You know that you have nothing to do with Al Qaeda, but Google gives the impression that you do. And people are drawing that conclusion. You write to Google but nothing comes of it. What do you do?
This is guilt through algorithmic association. And while this example is not a real case, I keep hearing about real cases. Cases where people are algorithmically associated with practices, organizations, and concepts that paint them in a problematic light even though there's nothing on the web that associates them with that term. Cases where people are getting accused of affiliations that get produced by Google's auto-complete. Reputation hits that stem from what people _search_ not what they _write_.