with the similar items in window 44 a user may select one of the similar items identified by reference numerals 44 a 44 e at which point a u201c reviews screen u201d similar to screen 30 will appear for the selected similar item the user can then read the reviews for the selected similar item or select one or more other similar items for review the user can repeat this cycle of selecting similar items and perusing their reviews indefinitely in the event the user desires to learn more about a particular selected item he or she can then press a u201c more u201d button 46 which leads the viewer to the u201c more information u201d screen 48 in fig6 as seen in fig6 screen 48 provides the consumer with a wealth of information about the selected item or selected similar item the additional information will obviously be different for different items that is the additional information for books will differ from that for hammers the additional information may be gathered from public sources or may be custom defined for a particular installation again the source is parameter driven and is defined by the library store or other facility fig7 and 8 depict a feature of the invention which is especially tailored to library and bookstore patrons who have u201c virtual friends u201d that have used various on line social networking sites to register their personal preferences and likes depending on the local settings users can authenticate themselves to access some or all of these.