Unfortunately the paper is failed/biased because the Big Five normative personality test is obsolete, it has been proven as an incomplete and incorrect model of personality.
The next wave of innovation!
What comes after the Social Networking wave?
The Next Big Investment Opportunity on the Internet will be .... Personalization!
Personality Based Recommender Systems and Strict Personality Based Compatibility Matching Engines for serious Online Dating with the normative 16PF5 personality test.