Blame it on “social inertia."

The biggest risk is that companies will conclude that experiments are too risky.

You may have heard that OkCupid sometimes lied about potential matches’ algorithmic compatibility for the sake of understanding its users. You may have also read its co-founder and president Christian Rudder’s explanation on OkCupid’s blog in which he dismisses concerns about the practice. “That’s how websites work,” he patronizingly tells us. What you probably haven’t read yet is that Rudder himself would be reluctant to be a subject in one of these studies. In his forthcoming... More »

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