74. The method as defined in claim 71, wherein the observed user behavior is selected from the group consisting of: submitting a query to a web site, requesting a web page, purchasing a product, visiting a merchant, visiting a web site, inquiring about a product, watching a TV show, and watching a movie.
71. A method of adapting an entity vector on a computer including a data storage, comprising: converting an observed behavior of a user into a behavior vector, and modifying an entity vector indicative of an item based on the behavior vector.