https://productforums.google.com/forum/#!searchin/en/cookie$... (see the response is marked best answer by Matt Cutts - head of web spam at Google).
If I have never been to the site I'd land on the unfiltered page that would be a good result, and if I had a cookie (which seems to be a session cookie from a quick look) then it is likely I was recently at the site and so the filters are likely relevant but if not they are easy to change.
'Cloaking' has negative connotations and is more of a concern when there is an attempt to mislead search engine. In this instance, there is a big problem with your suggested fix -- the Panda algorithm would see many very similar pages which might actually make things worse (which I agree is silly, as your solution would otherwise have some upsides, but there is often a trade off in these situations).