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Never even used it before so no clue as to what they do now.
However could they not just pre survey you when you sign up or whatever.
Like ask you to list your favorite genre, pick your favorite 10 movies of all time, your favorite actor, actress.
From there ask you to rate certain movies from never seen, to great movie. Just a small selection of course, like 10 movies that were based on your pre survey info.
After that I am pretty certain you could start giving recommendations, and then hopefully people would rate rented movies when they return them to better suit the individual.
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