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Nice insights from a technical standpoint, though I'm more interested in the machine learning aspect. Was it dictionary based? How does the system account for sarcasm or the billion+ meme/BuzzFeed posts?
I'll be posting a follow up about the machine learning bit in the near future. It uses not just words, but also phrases. For the meme / buzzfeed posts, more weight is given to content you write vs. links / articles you post (and we only take into account what you say if you do share a link, not the content the buzzfeed post itself).

It doesn't really try to distinguish sarcasm. Depending on the sample size (ours used 75k people with ~750m words / phrases), it could conceivably detect sarcasm. Yeah, totally. /s (Maybe, but probably not)

The study itself is published at http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3783449/

Very interesting. I like the idea of putting everything on one server so you can just spin more up.
Nice notes about managing cache invalidation! Interested in seeing where you guys go with your product.
Great post - nice layout of the process used. Thanks for the in-depth look at what you did to make it work on such a large scale.
Will you be posting any statistics on users personalities? (Anonymous of course)

P.s. Your name is hazardous bra

Posts like this is what I like about Hacker News! It would be great if there were other examples like this where organizations share their setup for real-world projects and presences.