So this is the question that gently haunts the Netflix competition, as well as the recommendation engines used by other online stores like Amazon and iTunes. Just how predictable is human taste, anyway? And if we can’t understand our own preferences, can computers really be any better at it? … Another critic of computer recommendations is, oddly enough, Pattie Maes, the M.I.T. professor. She notes that there’s something slightly antisocial — “narrow-minded” — about hyperpersonalized recommendation systems. Sure, it’s good to have a computer find more of what you already like. But culture isn’t experienced in solitude. We also consume shows and movies and music as a way of participating in society. That social need can override the question of whether or not we’ll like the movie.
— NYT article on the “Netflix Prize” and recommendation engines in general.
