Things you might list as 'interests' may not overlap particularly well but most people have the same basic needs of transportation, food, entertainment, etc.

Things you might list as 'interests' may not overlap particularly well but most people have the same basic needs of transportation, food, entertainment, etc. I can't think of a better way to create a positive correlation with a brand than showing that your friends like it and/or own it. I wouldn't be surprised if recommendations from people you know less well were viewed more positively, familiarity breeding contempt and all that.