>Doesn't "provide better context" just push the problem one turtle away? How could I communicate to the website that the item for which I'm shopping is for a fr

>Doesn't "provide better context" just push the problem one turtle away? How could I communicate to the website that the item for which I'm shopping is for a friend, not for me, and that I don't want the current actions to figure into future adaptive behaviour? That's part of the implementation, again, I think. It would be silly for the implementation to treat just once instance of a behaviour so seriously. If the user buys it once, but then never shows any interest in such products again, then they should slowly be ranked less and less relevant. If the user instead continued to purchase or look at baby items, then the system could have more certainty of desire in them. Again, it's not just the products themselves, but the behaviour surrounding them. Temporal context is important, too. I agree fully that just heaping on more interface for "special cases" is a bad idea. We just need to be smarter about...how our software is smart.