receive what advertising 0016 fig2 is a flowchart in accordance with one embodiment of the invention illustrating use of a wireless device 100 fig1 to control a home electronic device such as a home music jukebox a user of the wireless device authenticates 200 to the device e g logs in signs on etc a test 202 may be performed to determine whether the user already has an existing profile tracking explicit and or implicit preferences of the user in one embodiment a single profile is maintained including user identification data and user preferences for various categories of interests e g movies music books etc that the user likes or dislikes in another embodiment multiple profiles are maintained if the test 202 indicates there is no existing profile for the user then a new user profile is created 204 profile creation may include querying 206 the user for identification information about the user such as name age apparel sizes hair or eye color nickname address if the wireless device is being used by users having different addresses etc profile creation may include asking 208 the user for explicit preferences such as entertainment liked or disliked by the user reading preferences vacation preferences etc it will be appreciated that a wide variety of preferences may be requested from a user in addition explicitly asking 208 for user preferences.