From OpenTable to Amazon to your Netflix queue, algorithms sift through what we seem to like and offer future suggestions tailored to fit those trends. But the problem is they do this for everybody. So if everyone gets the same recommendations on OpenTable, everyone will try to reserve a table, and there won't be any seats left. What's more, if everyone gets a movie recommendation and everyone decides to watch it, the movie gets more popular--creating biases in the system. To improve matters, some researchers in Switzerland took a cue from the master rules of physics.