Check out the data map he made here
http://www.orgnet.com/divided.html
It'a a real interesting approach to data mining. Maybe Amazon will get into the fray with NeilsonNet and Jupiter Media Metrix. If anything they could use research like this to make better purchase suggestions to shoppers, I'd think that'd be real nice. I remember when eMode started out as a loosely knit research group with a bunch of online polls, and they used to show the graphs that the polls generated. Now they make lots of money off of that research which is now secret.