The recommendations are content based. Basically, if you have a preference for certain item or feature, it will get better score.

Compared to collaborative approach: content based scoring works better for learning routine, e.g. the weekly grocery shopping routine. It also works better in situations, where there isn't lot of samples about the recommended content, but there is lots of metadata about options. E.g. the sales situation is such: you likely haven't sold before to this customer company, but you may have lot of information about it