The (political) power of search engines

This is interesting:

We present evidence from five experiments in two countries suggesting the power and robustness of the search engine manipulation effect (SEME). Specifically, we show that (i) biased search rankings can shift the voting preferences of undecided voters by 20% or more, (ii) the shift can be much higher in some demographic groups, and (iii) such rankings can be masked so that people show no awareness of the manipulation. Knowing the proportion of undecided voters in a population who have Internet access, along with the proportion of those voters who can be influenced using SEME, allows one to calculate the win margin below which SEME might be able to determine an election outcome.

Writing as someone who is working on a piece about the new kinds of power wielded by Internet companies, this seems pretty significant.