14. A system of matching users to other users, the system comprising: at least one data store for storing event data comprising order data reflective of items ordered from an electronic catalog by each of a plurality of users; and at least one computing device including a processor in communication with the at least one data store, the at least one computing device operable to: programmatically generate a score that reflects a degree to which item preferences of a first user of said plurality of users are similar to item preferences of a second user of said plurality of users, said score taking into consideration a first plurality of items ordered by the first user, a second plurality of items ordered by the second user, and a type of one or more of the items ordered in common between the first and second users, said score further taking into consideration at least one additional type of event data reflective of user affinities for items represented in the electronic catalog, wherein generating the score further comprises accessing item similarity data to determine whether an item ordered by the first user is similar to an item ordered by the second user; and and based at least in part on the score, programmatically determine whether to recommend the second user to the first user.
16. The system of claim 14 , wherein generating the score further comprises according greater weight to ordered items that are deemed to be reflective of user traits.