The Long Tail is so BIG, you can't possibly navigate it by yourself. Even with great filters, its just too big a job on your own.
It must be a collective effort. With each person surfing individually and sharing with the group. This sharing from person to group will introduce people in the group to new things that they will then share with new groups(if its worth sharing). This cycle from individual to group and back to individual is the future of the Long Tail Surfing.
Enabling this cycle is the future of internet retailing.