14. The method of claim 12 , further comprising: receiving the automatically generated adaptive recommendation, wherein the recommendation is based, at least in part, on the first user's proximity to a second user.
12. A mobile adaptive recommendation method comprising: contributing behaviors to a computer-implemented usage aspect, the usage aspect comprising captured usage behaviors, wherein the usage behaviors are associated with one or more users; and receiving on a mobile device an automatically generated user tunable adaptive recommendation based, at least in part, on automatically determining the location of a first user of the one or more users and on at least one other usage behavior of the captured usage behaviors associated with the one or more users corresponding to at least one other usage behavior category.