1. A user-aware vehicle comprising: a computer having one or more processors; at least one data store accessible to the computer and being configured to contain user information pertaining to user preferences that are associated with one or more vehicle contexts, the computer being configured to access the at least one data store, retrieve the user preferences, and configure a vehicle in accordance with the user preferences; a location service accessible to the computer and configured to receive location information and determine a location of the vehicle from the location information, the location information including: a first URL configured to enable access to a first hierarchical tree structure, the first hierarchical tree structure including multiple geographical nodes that correspond to geographical locations, one of the geographical nodes corresponding to a geographical location of the vehicle; and a second URL configured to enable access to a second hierarchical tree structure, the second hierarchical tree structure touch pointing into the one of the geographical nodes of the first hierarchical tree structure, wherein the second hierarchical tree structure and the one of the geographical nodes of the first hierarchical tree structure are associated with a unique identifier; and a context service accessible to the computer and configured to use the unique identifier to associate goods or services with the one of the geographical nodes of the first hierarchical tree structure, the first hierarchical tree structure being configured to link together multiple independent hierarchical tree structures which include at least the second hierarchical tree structure, the second hierarchical tree structure being associated with an organization that is associated with the unique identifier and having multiple organizational nodes associated with information about the organization and at least one organizational node associated with the goods or services, the context service being configured to discover one or more of the goods or services that are tagged with the unique identifier and that correspond to the user preferences by using the unique identifier to traverse the second hierarchical tree structure.