MODIFYING A USER PROFILE

1 . A method of modifying a user profile, the method comprising:

receiving, by a content presentation module, a request for one or more elements in a user profile, wherein each element in the user profile includes information identifying attributes associated with a user;

presenting, by the content presentation module, content provided by a content provider;

receiving, by the content presentation module, a user request to alter the presentation of the content;

receiving, by the content presentation module, updated values for the requested one or more elements in the user profile; and

updating, by the content presentation module, the user profile in dependence upon the updated values for the requested one or more elements in the user profile.

2 . The method of claim 1 wherein the requested one or more elements in the user profile are a subset of all elements in the user profile.

3 . The method of claim 1 further comprising sending, by the content presentation module, a request for content.

4 . The method of claim 1 further comprising prompting, by the content presentation module, the user to issue the user request to alter the presentation of the content.

5 . The method of claim 1 further comprising storing, by the content presentation module in memory accessible by the content presentation module, the requested one or more elements in the user profile.

6 . The method of claim 1 further comprising presenting, by the content presentation module, a user interface for altering the one or more elements in the user profile identified in the request for one or more elements in the user profile.

7 - 20 . (canceled)