computer algorithm that watches what you do gets better, the selection should be ever more perfect. For [Neil] Hunt there is a kind of theoretical cyber--utopia in which, when you launch, Netflix's algorithm, known as the Taste Prediction Engine, will show you just the one film or TV show you happen to want to watch at that moment.This is fiendishly difficult. In fact, in 2006 Netflix decided it was so difficult that they offered a $1 million prize to anybody who could improve on their algorithm.
from Bryan Appleyard: from The Sunday Times: Netflix's Elephants
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