1. A computer-automated method of generating a searchable knowledge base for a plurality of items in a choice set, each of said items having an associated set of attributes including at least one subjective attribute, comprising the steps of: harvesting information relevant to each of said items from the Internet; extracting a set of normalized representations from a corresponding set of statements in one or more texts of said harvested information; analyzing the normalized representations to derive, for each attribute in said associated set of attributes for each of said items, a set of scores; aggregating said derived scores, for said each attribute in said associated set of attributes; and incorporating attributes in said associated set of attributes and their corresponding aggregated scores, for each of said items, into said searchable knowledge base for said choice set, wherein a computer processor is utilized to automatically perform each of said steps.