Foto: Cybertronic by seraph / photocase.com A good READ by Henry Nothhaft, Jr.: “In seeking to achieve serendipity, the individual reader becomes both the target of content delivery mechanisms and the genesis of what that content may be. This is why serendipity is so closely associated with personalization – it requires a high-resolution understanding of the user.”_ “The benefit of social serendipity is that our social groups have always been a primary indicator of how we choose to define ourselves and our interests. If something is important or relevant to our friends, there is a high likelihood that it is also relevant to ourselves, as well. The con is that social serendipity is therefore largely public by necessity, and thus a projection of ourselves we would present to others or like to be seen. The propensity to amplify the echo-chamber of like-mindedness is also exaggerated, whereas the goal of serendipity largely lies in the surprise and delight of unexpected content.”.