That website has some great case studies available on recommender systems available for finding "music", "content", etc. I would much rather prefer that a computer do my work than myself. Web users have a terrible attention span so such a system would work to their benefit by eliminating the need to click-and-find content. For anyone interested, I expressed my ideas on collaborative filtering here: http://www.socialdegree.com/2007/01/15/interview-w-shuzakcom-founder-jawad-shuaib/