Even more interestingly you can compute a score between author of the statement and viewer of the statement, basically telling you whether or not you can trust the information given your current belief system. For example if you are a flat-earther, you can get spaceX news filtered quite easily. From the computational point of view it's faster not to compute the whole matrix of score but use some lower dimensional embeddings so you do a matrix factorization, and that's how you get all the user recommendation systems ala Netflix.
There were plenty of people warning about that by then (I wasn't). And time showed them right.
Interestingly, now we have Google pushing for the opposite extreme. There is absolutely no objective reality on its searches. Even the meaning of the words are linked to your persona.