As Bing releases its updated search algorithm today which integrates what your Facebook friends like with your search results, it becomes apparent that the consumer is more reliant on getting previously tested information before experiencing it themselves.

Starting today, when you are linked to Facebook and make a search on Bing, the results will be filtered to your friends’ preferences.  So if I were to look for inkjet cartridges for example, all of the results will include anyone in my network who has liked a particular site or product.  Also, when you have a hard time shopping for a product, you can publish your shopping cart on Facebook to get friends’ opinions.

The concept of receiving simultaneous product information and reviews seems to be the wave of the future.  Word-of-mouth is turning into wall-to-wall, and finding a hole-in-the-wall restaurant means searching Yelp for just that.

I however, do not like the idea of reading other peoples’ reviews before I can make an independent decision.  Search filtering based on friends’ reviews will limit the amount of new or different content, and ultimately homogenize our search results.

What if I were to look for a unique item that I know none of my friends want?  How am I going to find a hole-in-the-wall restaurant without reading about why a reviewer was having a bad day?  I guess some people just want what everyone else likes; I will like my own stuff.