Evgeny Morozov wrote an interesting article, "My Map or Yours?," for Slate critiquing Google’s plan to personalize maps. I agree with Morozo that there are social implications that need to be considered.
From the article:
“Google's urbanism, on the other hand, is that of someone who is trying to get to a shopping mall in their self-driving car. It's profoundly utilitarian, even selfish in character, with little to no concern for how public space is experienced. In Google's world, public space is just something that stands between your house and the well-reviewed restaurant that you are dying to get to. Since no one formally reviews public space or mentions it in their emails, it might as well disappear from Google's highly personalized maps.”