What can I guess from your wrapping paper choice?

So it is reported that Amazon is guessing your faith/ religion from your gift wrap choice. Whilst Amazon is already the best at mining your data for recommendation and behavioural insights based on for shopping habits, location, music taste and who influence you – this one is an interesting slant. 

But what to they do with it, unless it helps with improving the recommendation and removing certain titles that could be offensive.

The question is therefore not about privacy but about who has the rights to filter what I see. This was explored at length in The Filter Bubble By Eli Pariser and whilst I did not agree with the entire book, the idea of someone’s code (and ethics) being my filter does worry me.