"Rather" tries to only show you what you want to see on Facebook and Twitter - Another challenge for marketers

Rather is trying to fix your news feeds for Twitter and Facebook.  As advertisers and celebrities become a larger part of our social media experience, users are showing greater fatigue with more and more content.  By allowing users to hide unwanted content, Rather may prove to be yet another hurdle for companies to reach social media users, a feat already made extremely difficult by new privacy rules and other self imposed blocks by users.  The channel is definitely not going away and most studies expect marketers to put more dollars behind social media, but the fight against extensions that block their attempts will be an interesting one to watch as it develops.  As a consumer, I hope this forces marketers to get more creative and create content that we want to see, a trend that has already led to a number of great viral videos.

http://techcrunch.com/2013/11/10/rather-scrubs-facebook-and-twitter-replaces-things-you-dislike-with-things-you-like/