Interesting approach: "Gravity proposes to use your public social network feeds in order to create an "interest graph" and, from there, use a language model currently consisting of 100 million (!) phrases to distinguish how things fit together. For instance, 'free throw' relates to 'basketball,' which in turn, relates to 'sport' -- meaning you might like content revolving around sport." Personally, I think much more interesting inferences can be drawn from more personal data, but you're not likely to want to share that with Facebook.
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