Abstract: Apparatus, methods, etc. for mood-based searching and/or advertising. Some methods comprise receiving a mood-based search request including the requestor's mood. The requestor mood is limited to a predetermined mood set. A database is searched for activities subjectively suitable for the requestor mood. Such methods also comprise outputting the suitable activities. Some methods comprise receiving feedback regarding the activity ambience. If desired, some methods comprise adjusting an initial activity ambience responsive thereto. Moreover, some methods comprise adjusting variables used to derive the initial ambience markings. Furthermore methods comprise targeting advertising based on a path associated with the activities. Furthermore, some methods comprise limiting the targeted advertising to activities suitable for the requestor mood (which can comprise multiple moods and/or a mood recipe).