1. A method comprising: presenting a user interface element operable to request a display of results based on an attribute of an alter ego and a location of a user; detecting, using a processor of a machine, an operation of the user interface element; transmitting a query including the attribute of the alter ego and the location of the user; receiving, in response to the query, results based on the attribute of the alter ego and the location of the user; and causing a display of the results.