Google introduced  the new interface for masses, called “search”. Simple entry box and simple “command line” like interface is the de-facto for today’s world.  If you need to find something – “google it”.  We are doing “googling” all the time.  That came with the price of million man hours of googlers to fine tune search engine to understand what people are asking and what relevant information present to such queries.  In later incarnations of search, for fun and for profit Google added relevant  advertiser’s results.  How it mixes the relevant organic search results with ads we do not fully know but for sure it uses the recommenders system.   Let’s fast forward a few years forward.  Today recommenders systems are a mission-critical technology in most Fortune 500 companies. Netflix reports that 3/4 of their rental requests come from recommender systems.  Most of the RS utilizes a variety of signals about characteristics of users and items and about customer’s evaluation of items. TO Be Continued…