“…While there have been discussions on the ethics of recommender systems and personalization (Bozdag & Timmermans, 2011;Helberger, 2019;Milano et al, 2020), and on how to fulfill main algorithmic principles such as fairness, transparency, accountability, accuracy, and privacy (algo:aware, 2018), in this hypothetical radical scenario, algorithms could even be exchanged, remixed, tested, plugged, and even sold or rented. On top of this opening, it is expected that not all users would have the knowledge to build their own algorithms.…”