1. A system for providing offers in real time of an item constituting a good or a service in the form of offers for purchase to prospective customers as users of the system, utilizing an electronic communication device, comprising: an interface configured to establish remote communication between the electronic communication device and the system, an input collection unit coupled to the interface and configured to receive an indication of a user's interest to purchase a first item, an item selection unit configured to receive as an input at least an indication of the first item, the item selection unit outputting in real time an indication of at least one second item, different from the first item, for offer to the user, wherein the item selection unit comprises an electronic item selection unit that is: modified dynamically over time, and employs negative rules to determine the at least one second item for offer, and a communication unit configured to offer the second item to the user in real time during the communication.