While in theory everyone can access all information, in practice self-contained bubbles may emerge (naturally or by deliberate action), whereby many web users receive information, whether genuine or fake, that tends to reinforce their views, and conversely, they become relatively insulated from information that might put them into question.
Breaking vicious circles generated by fake or biased information is thus one key challenge for effective science communication. The second challenge concerns the ever greater complexity of whatever is offered on the market. The precise way cars, phones, or medical treatments actually work has long been beyond the comprehension of most customers, but the phenomenon is very much on the increase.