The study didn't include data on whether a patient is healthy or frail, or what a patient's preference was, researchers said.

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And in a social age, the consumer should be able to state a preference for how he or she is pitched.

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It turns out that neither the Great Recession, the housing bust or a much hyped preference for dense urbanity is turning this around.

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The raw material, in the matching process, is a mass of stated preference: your desire or intolerance for certain traits and characteristics.

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But making a large down payment may not be a small-business owner's preference, especially if he or she is simultaneously trying to keep a business above water.

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What's more, if there is a run-off, a carefully considered first preference carries the same weight as more tepid second or even third choices.

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If the product or service can be obtained from a source that is not subject to a conflict of interest, that source should be given preference.

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