The Social Internet of Things (SIoT) provides a landscape with a huge business potential, which affects both the producer and the consumer, and opens new business opportunities for delivering products and services with increased user experience. Such a potential is predominantly dependent on the quality of objects’ relationships established over time, which might determine the value of the interactions and the information exchanged between them. Accordingly, in this paper we discuss a business case over a novel human-centered framework, namely DANOS, which employs human personality traits as the primal influential factor of the behaviors and interactions of things in a network of objects.