Very interesting article. I think there is truly a core problem with recommendations that are based on browser history. There is just too much of an objective component. Recommendations should be based on who you are—not just what youve looked at in the past. Although still very new, there is an app called Side that harnesses the power of a real friend’s opinions of and recommendations for an individual and creates (or will create in newer releases) a much smarter recommendation engine. Rather than, as Charlie wisely noted, create a purely computer based algorithm that “mimics a trusted, like-minded friend,” Side actually powers its recommendations by these very same friends. Recommendations are definitely here to stay—so let’s get it right.