I think we need a different word, so that Computer Science grads stop getting wrapped around this axle. We're obviously not talking about Quicksort when we're talking about social media algorithms and other recommendation/discovery algorithms. Heck if I know what that word would be.
We can call them crypto. Won't make any less sense than the current usages, and it's a really good indicator to stop listening.
Personalised algorithms.
Yes absolutely. Sadly I think that ship has sailed. Now if you ask 100 people in the street what "algorithms" are, I bet a majority among those who answer anything at all will answer it's something related to evil social media corporations.