1. A method to be executed at least in part in a computing device for managing ad hoc relationships between entities, the method comprising: determining at least two entities to be associated; determining a relationship associating the at least two entities; determining at least one attribute of the at least two entities that is based on a context of the relationship; determining at least one attribute of the relationship; and generating a relationship record that defines the associated entities, their relationship, the at least one attribute of the entities based on the context of the relationship, and the at least one attribute of the relationship.