US Patent 9106710 Interest-based system

Various embodiments described herein relate to automatically associating and disassociating interests to a user. In some embodiments, an event associated with an entity indicated as interesting to a user is recognized. A linked entity that is related to the event is identified. The linked entity is automatically associated with the user. Content related to the entity indicated as interesting and content related to the linked entity are provided at about the occurrence of the event. The linked entity is automatically disassociated with the user upon the occurrence of the event.