27. The system as defined in claim 26, wherein at least one of the plurality of observed user behaviors 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.
26. A system for generating a profile vector in a computer environment, comprising: a converter capable of converting a plurality of observed behaviors of a user into an associated plurality of behavior vectors; and a profile adapter capable of repeatedly modifying a profile vector indicative of the user based on the plurality of behavior vectors.