1. A data processing method involving a television and a microphone-equipped device, the method comprising the acts: applying a content recognition process to audio captured from a user's ambient environment by the microphone of said device, the audio captured from the user's ambient environment including audio emitted from the television as it renders entertainment content, the recognition process being performed by a hardware processor and yielding content identification data, but said content identification data being insufficient to identify the rendered entertainment content because the audio of said entertainment content is not adequately sampled; based on said content identification data and also based on user data, refining a content identification hypothesis identifying the rendered entertainment content, the user data including data selected from a list consisting of: (i) data about sports teams of interest to the user, (ii) data indicating the user's age or gender, (iii) data about a social group to which the user belongs, (iv) search history records of the user, (v) records of web pages visited by the user, (vi) records of user emails, (vii) records of travel reservations by the user, (viii) cell phone billing records of the user, (ix) credit card records of the user, (x) records of user purchases made from the Amazon or EBay service, and times of day that are memorialized in said records (iv)-(x); after the identification hypothesis has been refined, providing further content for presentation to the user, the provided further content being determined based on data including (1) the refined entertainment content identification hypothesis, and (2) the user data; wherein further content for presentation to the user is determined based on user data from said list, and user data from said list is also employed in refining the content identification hypothesis—on which hypothesis determination of the further content is also based.