Lunch is a social reviews site I came across while I was at SxSW in Austin this year. Ryan Weiss, from the site, explained their service as a place “where you can build a profile, and then review anything, from products, to services, to events and happenings.”

They differentiate themselves from other reviews sites by using something called a ‘similarity network,’ which endeavors to understand who you are and builds your social graph based on what you review.

The Friday during Interactive week, they launched something called “My Communities” on Lunch. This new service allows you to build a ‘personal Yelp’ around something you’re passionate about.