Applying an algorithm to human preferences will necessarily magnify and entrench our likes and suppress our desires. To my mind it accelerates existing social processes.
I've seen an increasing push to place responsibility at the feet of these platforms for the posts that are promoted vs suppressed. Another post the other day conspiratorially suggested instagram promotes partially-topless posts over clothed posts (whereas in all likelihood - it is just what the masses want to see - that post here: https://news.ycombinator.com/item?id=23548059). I guess it is in a similar vein that we see reports around tiktok discriminating against less attractive people etc.
I'm not sure if there is an easy answer to this but framed another way - Do companies and the algorithms they design need to curb the biases/excesses that are natural/intrinsic to the people that use those platforms? When you speed up the discovery/propogation of human bias - are you morally or socially obliged to create speed-bumps; or is it ok to accentuate the kinks IF they are already present in the social fabric?