The software is simplicity itself. First, you choose from one of 10 product categories: for example, "Bluetooth headset," "camera," "hiking shoes." (Vij says more categories will be added in the future.) Then you rank which attributes of that product are most important to you -- for the Bluetooth headset you might choose "easy to use" and "comfort," while another shopper might go for "signal" and "volume level." There's a slider bar to determine price range, and that's about it. You click your buttons, the app crunches "ratings" of the products culled from the Web, and pops up a ranked list of top-rated suggestions.

Click on the first choice -- a Bose Series 2 -- and along with a couple of links to purchase the item from Amazon and Best Buy (Arrow's business model, for the moment, is to generate cash as an affiliate) -- you will also see multiple reviews of the headphones from real people.

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