I’ve seen lots of people writing about Personas, a project by Aaron Zinman at MIT Media Lab. Enter your name and it scans various search databases to see how the Internet “sees” you. For some reason “sports” is the largest segment on my profile, followed closely by “domestic”, “online”, “social” and “professional”. Whatever any of that means.
I have no idea about the rigor of the analysis, but Personas in action is one of the more beautiful things I’ve seen recently on the Web.