A problem that has been found is that the personalization system is not so effective because a lack of data about the user. In fact it would be more effective if the algorithms had access to more data about the user: his location, context, past history and interactions.

The efficiency of web personalization has been crticized due to several issues: accuracy, the first result is not always the most important; diversity, the results are often too similar; cold start, hard to track down the latest information; there is a lack of serendipity; scalability, inability to index the newest data; data sparsity, the pages are not properly indexed.

An important aspect of web personalization that has not been developed yet, concerns the language. In fact the language of Web Personalization should embrace the notions of semantic web to no longer be limited to simple text.

One of the most recognized problem is the one introducted by activist Eli Pariser. Filter Bubble aims to determine the effect on users of Web Personalization: it hides some information considered in contrast with his own point of view and by doing so it sets apart the user in his own bubble of contents.

The Web Companies acquire and manage users' personal data gathered from their usage of the web. Often some of this data is out of the user’s control, who doesn’t know these data, who owns them and for which purpose.

With the term User centered is meant that the user should have full control of the web personalization. He should be able to set his own level of customization, or at least be concious of the processes of the system.

The distance between the islands shows the different perception of each problem. The distance is less for technological problems such as Need more data, efficiency, and language; instead increases for ethical problems such as Filter bubble, privacy, and User centered.

The number of reccomendations by academy decreases as the distance between the islands increases. That could be read as the society is being left alone with its problem. In fact not only there is a bigger gap on the ethical problems, but also the suggestions that come from academy are really few.

The analysis of the composition shows a great disparity between the scientical-technical side and the more social one. This could explain why society is so far from academy about the ethical problems, in fact there are only few academics who are involved in this topic who are interested in the opinion of society.