35 Shopping facilitation services, namely, providing an online comparison-shopping search engine for obtaining purchasing information featuring finding items or services, comparing prices, qualities and vendors, making travel arrangements and travel reservations, and making purchasing decision to meet the individual consumer's needs; shopping facilitation services, namely, providing an online comparison-shopping search engine for obtaining purchasing information featuring optimized shopping options based on individual consumer's personality, behavior, choices and/or preferences from past user actions; shopping facilitation services, namely, providing an online comparison-shopping search engine for obtaining purchasing information featuring finding items or services for purchase, comparing prices and qualities, making purchasing decision based on the individual consumer's specific need at the time, together with the individual user's purchasing power and personality match