The diversity on the Internet gives the impression that we’re motivated by a desire to be unique; but ultimately, we’re liars – to others and unquestionably to ourselves – consciously and unconsciously. Depending on the circumstances and the situations that we find ourselves in. Stephens-Davidowitz comes to the conclusion that data science shows us the truth of people’s actions; what we say veers significantly from what we actually do.

And thanks to the massive datasets created by millions of clicks, behavior can be scrutinized in ways the social sciences could never accomplish using stats of small sample sizes and high rates of error. Know that the next time you favorite that obscure snooty French art film on Netflix; when given the free time to choose, data says you’ll likely be investing your time on re-runs of Adam Sandler movies.