Problem solved is giving people a reason to actually trust the recommendations made by recommendation engines. We have never known why Amazon (IMDb etc) was recommending us some movies rather than some others. There's a very strong algorithm behind these recommendations, but we believe that humanized recommendation engine is better because you can actually ask the person why he/she liked a movie and would recommend it. It's kind of like Aardvark: sometimes you want a person, not a web page, to answer your question.