See my response to philbarr above about a retail partner. Here is another example related to recruitment. Often we have a need to hire that we identify with another model employee (e.g. wouldnt it be great, if I had a dev like John from TeamX). With the User Modeling service, we had a Hackathon team create a beautiful app where you can ask questions like these and comparing the characteristics of candidates to John, it can find similar matches (of course done in the context of matching skills)