In all honesty, reading this makes me want the writer to actually spend some time reading grocery store counter magazines or cosmopolitan, or even watching 5 straight hours of fox news or reality shows or whatever goes completely against his values.
Truth is, no one would come back to a website that showed them uninteresting things.
What matters is the interaction between the user and the news system. For this reason, I don't believe the comparison with a shop, tv or a magazine is pertinent. IMO the key element is that the news system should never lock the user up. The most annoying thing with personalized filters is that they're mostly invisible.
Truth is, no one would come back to a website that showed them uninteresting things.