[catalonia]

Agreed - Different users will have different reactions. Some will want to see the reasoning at least when they have just started using the service, just to see if the service works for them, while for others, it might be clutter. I like how Nara's iOS app does this (although it too doesn't do it perfectly).. they show you the recommended restaurants for you. When you click on any one result, they have a tab which shows you why they recommended it. That way, its there for the users who are struggling to make the leap of faith but not in the way of those who already trust the recommendation.