9. An apparatus comprising: a computer configured to (i) gather information by observing one or more behaviors of two or more observed users among a plurality of users of a social network, wherein said behaviors include at least one of (a) one or more reactions to content presented to said observed users, (b) one or more content created by said observed users and (c) one or more connections established by said observed users, (ii) generate a plurality of profiles of said observed users based on said information, wherein said behaviors are associated with a plurality of scale factors, respectively, (iii) update said profiles by refining said scale factors and (iv) match two or more of said observed users based on said profiles as updated; and an interface to a communication network configured to provide communications between said computer and said observed users that were matched, wherein said reactions are selected by said observed users from a set comprising (i) one or more levels of satisfaction, (ii) a neutral reaction and (iii) one or more levels of dissatisfaction.
9. An apparatus comprising: a computer configured to (i) gather information by observing one or more behaviors of two or more observed users among a plurality of users of a social network, wherein said behaviors include at least one of (a) one or more reactions to content presented to said observed users, (b) one or more content created by said observed users and (c) one or more connections established by said observed users, (ii) generate a plurality of profiles of said observed users based on said information, wherein said behaviors are associated with a plurality of scale factors, respectively, (iii) update said profiles by refining said scale factors and (iv) match two or more of said observed users based on said profiles as updated; and an interface to a communication network configured to provide communications between said computer and said observed users that were matched, wherein said reactions are selected by said observed users from a set comprising (i) one or more levels of satisfaction, (ii) a neutral reaction and (iii) one or more levels of dissatisfaction. 10. The apparatus according to claim 9 , wherein said computer is further configured to rate said match based on or more of said behaviors observed from said observed users that were matched.