It’s written by someone who wants to do that kind of shaping himself. It may be easy to play “shoot the messenger”, but it’s hard to take it from a proverbial “boy who cried ‘Wolf’” . . . because it will still look like agenda-mongering on his own part.
The big thing he’s missing is that the filters are really coming from you. If google isn’t throwing you links about protests in Egypt it’s because their records of your use show you don’t care about protests in Egypt, they’re not presenting you with stuff you ignored back when they were. And Zuckerberg is right, a squirrel running through your yard is more interesting to most people than folks dieing in Africa, and it doesn’t say anything bad about us, it’s a matter of how much effect it has on your life. If you’re living in America people dieing in Africa will almost certainly never have a direct impact on your life, that squirrel on the other hand might be rabid, and it’ll certainly send your pets to spasms of hunter instinct.