Neural net applications are great for representing discrete choices and the whole behavior of how an individual acts (or how groups of individuals act) when mucking around on the web.
Take news reading for instance:
Back in the olden days, you picked up usually one newspaper (a choice), picked a section (a choice), scanned a page and chose an article (a choice), and read the basics or the entire article (another choice).
Now you choose which news site to visit and continue as above, but now you can drop one paper, pick up another, click on ads, change sections, and keep going with few limits.
The whole use of the web and the choices people make based on their demographics, interests, experience, politics, time of day, location, etc. is a very rich area for NN application. This is especially relevant to news organizations, web page design, ad revenue, and may even be an under explored area.
Of course, it's very hard to predict what one person will do, but put 10,000 of them that are the same age, income, gender, time of day, etc. together and you might be able to predict behavior that will lead to better designs. Imagine a newspaper (or even a game) that could be scaled to people's needs based on demographics. An ad man's dream !