1. A computer implemented method for affect based recommendations comprising: playing a first media presentation to an individual; capturing mental state data, wherein the mental state data includes facial data, for the individual, while the first media presentation is played; inferring mental states, using one or more processors, based on the mental state data which was collected and analysis of the facial data for at least brow furrows; correlating the mental state data which was captured for the individual to mental state data collected from other people who experienced the first media presentation wherein the correlating is based on identifying and using maximally dissimilar responses during part of the correlating; ranking the first media presentation relative to another media presentation based on the mental state data which was captured, wherein the ranking is for the individual based on the mental state data captured from the individual; and recommending a second media presentation to the individual based on the mental state data for the individual which was captured wherein the recommending the second media presentation to the individual is further based on the correlating between the individual and the other people.