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Don't forget that Hunch's system is real-time (this is very hard), and is more than just scalable collaborative filtering for items of the same kind. They can ingest a Twitter or Facebook profile, infer your "taste profile", and start recommending things instantly; "things" meaning books, films, music, events, places etc etc.

How does that vary much from what Etsy did with their gift recommendations application based on your/friend's facebook profile

I don't believe real time is very hard. Something that ebay can' already do. And if they can't already do it, how will hunch come in and solve it. It would probably require major changes to db's etc if that is why ebay can't already do it.

> I don't believe real time is very hard.

At scale it is. More here:

http://www.quora.com/Hunch/Is-Hunch-actually-doing-anything-... (this one got a vote from one of the founders)

http://hassy.posterous.com/my-favorite-startups-hunch

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