6. The system of claim 1 , wherein the ranking the two or more businesses of the set of businesses based at least in part on at least some of the affinity group information comprises determining a relevance of one or more affinity groups to the business selection criteria, and determining numbers of users of the set of users that are associated with the one or more affinity groups.
7. The system of claim 6 , wherein the search result comprises a representation of at least one of the set of businesses, the representation indicating one or more of the numbers of users of the set of users that have indicated one or more preferences.