15. A computer-implemented method of matching users to other users, the method comprising: storing, in computer storage, event data comprising order data reflective of items ordered from an electronic catalog by each of a plurality of users; programmatically generating 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 and a second plurality of items ordered by the second user, wherein generating the score comprises identifying items ordered in common between the first and second plurality of items and weighting each of the identified items as a function of an inherent characteristic of each item, wherein the identified items comprise a first item having a first inherent characteristic and a second item having a second inherent characteristic, wherein the first and second items are weighted differently based at least in part on the first inherent characteristic of the first item and the second inherent characteristic of the second item, and wherein generating the score further comprises taking into consideration at least one additional type of event data reflective of user affinities for items represented in the electronic catalog; and based at least in part on the score, programmatically determining whether to recommend the second user to the first user.
15. A computer-implemented method of matching users to other users, the method comprising: storing, in computer storage, event data comprising order data reflective of items ordered from an electronic catalog by each of a plurality of users; programmatically generating 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 and a second plurality of items ordered by the second user, wherein generating the score comprises identifying items ordered in common between the first and second plurality of items and weighting each of the identified items as a function of an inherent characteristic of each item, wherein the identified items comprise a first item having a first inherent characteristic and a second item having a second inherent characteristic, wherein the first and second items are weighted differently based at least in part on the first inherent characteristic of the first item and the second inherent characteristic of the second item, and wherein generating the score further comprises taking into consideration at least one additional type of event data reflective of user affinities for items represented in the electronic catalog; and based at least in part on the score, programmatically determining whether to recommend the second user to the first user. 17. The method of claim 15 , wherein the weights associated with the respective inherent characteristics of the first and second items are specified by the first user.