The McFly Effect: Why Everything on Facebook Is Probably a Lie

A Facebook friend posted this image this morning.

Those of you in particular social media circles will feel a twinge of familiarity, as you probably saw something remarkably similar in the middle of last year, when the exact same image appeared, also doctored to the then current date. I, myself, am something of a BTTF aficionado, having watched the trilogy far too many times as a teen, and so when I saw the 2012 version, something struck me as a slightly off. I did a quick search on Snopes and found that I was right—the date had been altered.

Changing a seven-segment display is, like, Photoshop 101. No, it's Photoshop 97, the remedial class for people who totally missed the "how to turn on your computer" class in high school. There's no real reason to trust this image. But that's not how your brain works. Nobel laureate Daniel Kahneman's book Thinking, Fast and Slow identifies two parts of a mind: System 1, the instant-reaction, automatic computation part, and System 2, the slow-thinking solver of complex problems. The brain, he says, is a "machine for jumping to conclusions", where System 1 does most of the work, and enlists System 2 only when the going gets relatively rough. And System 1's default is to trust what it sees.

Unless System 2 is active, System 1 will take whatever it's given and run off. And our control over our own vigilance is spotty. Acts like self-control and vigilance require energy, and this energy can be spent over time, in a phenomenon known as "ego depletion". When mental energy is low, we're even more eager to believe everything we see and hear than usual. Facebook is a great ego sink, as people often use it to relax, procrastinate, or otherwise fill downtime. Facebook also offers people a litany of choices, and decision-making further depletes mental energy. So, you arrive at a place where most users have a means of sharing information, and show up at a time when they're most likely to believe it at face value. The perfect storm.

Because of the strange topography of social media content propagation, these ideas will bounce around the tubes like used swim diapers in a wave pool. And, the rule of 10,000 ensures there will always be someone there to pass it on.

On Whiskey and Scorpions

Practical fallacies and the virtue of practical thinking.

There’s a ton of content out there on logical fallacies—the concept of logical fallacy has definitely entered into the network of “pop sci” content outlets (Boing Boing, Wired, Radiolab, Malcolm Gladwell, TED, etc). The idea being, I think, that if you can rid humanity of logically improper thinking, you can get right to the business of landing on Mars, ending poverty and disease, and/or finally cancelling “The Bachelorette”.

 I applaud this effort, even though I was recently caught using the phrase “begging the question” terribly wrong. Stamping out the Lake Wobegon Effect or “If-By-Whiskey” is absolutely a worthwhile endeavor, but I do have one concern (without being a concern troll): logic only gets you halfway to the door.

This guy is doing his part to stamp out "If-By-Whiskey"

Here’s an example: there’s an infamous game theory puzzle called the Two Envelopes Problem. In it, a participant is given two identical envelopes, one containing X amount of money, and the other containing twice that. This hypothetical participant takes one envelope, but before opening is, she’s given an opportunity to exchange the envelopes. When she gets that envelope, she’s given the opportunity to exchange the envelopes, and so on.

The trick here is that the math says you’re always better off to switch envelopes (much like in the Monty Hall Problem, you’re better off to switch doors). Unfortunately, the math doesn’t take into consideration that you don’t have all eternity, dang it, and $X is better than $0 (for positive values of X, of course). “Wait, wait,” you’re saying, “this is game theory! If the math doesn’t reveal the most logical course of action, there’s something wrong with the math, not with logical thinking on the whole!”

And you’d be right. But, as of right now, the math isn’t there. It hasn’t been corrected fully, so it can’t be used. So you’re stuck there shuffling envelopes indefinitely until you make an illogical, but practical, solution (though I would switch envelopes at least twice, in case the weight of the money is a giveaway). Unfortunately, there are a lot of people in the world still shuffling envelopes. I see three big ways this happens, and I'll talk about one right now:

Forgetting Why. The TED-friendly marketing dude Simon Sinek has a whole talk on “Starting with Why”, and the tl;dr version is this: “People won’t buy your product, they’ll buy your vision.” And that’s awesome, but the “why” I’m talking about is more like the “why” in “Why do scorpions have poisonous stingers?” or “Why does my car have bags of air that inflate when I crash?” and less like “Why does Apple make cool gadgets?” Forgetting Why is forgetting that scorpions can't choose not to have stingers.

A classic example of Forgetting Why stems from Malcolm Gladwell’s recent appearance on the Radiolab episode “Games”. Jad and Robert were talking about a study that showed that 4 out of 5 people root for the underdog in any given, unbiased scenario. Gladwell, apparently did not, and briefly mentioned his sadness when the expected winner fails in an athletic contest. In doing so, he illustrates just what I mean by “forgetting why”.

You see, the “purpose” of a tournament isn’t to identify the strongest team. If that goal were more important than all others, we could simply have a committee do some math to the field of teams after a long season and we’d have a verifiable winner without all the madness. But the reason we have an NCAA basketball tournament is because it’s entertaining, and entertainment has a market value. The reason March Madness exists is not to tell us who's the best—it's to make lots and lots of money.

Conflating the perceived “purpose” of a thing with its function is a problem, because it can have the logical conclusion of a stung child telling the scorpion to get rid of that stupid stinger. We've all seen people who are obsessed with a cause that they cannot possibly effectively champion. Many of them are Forgetting Why, assuming that someone, somewhere, is making life unfair by his or her choice, and if he or she would only choose otherwise, a massive problem would be solved.

In other words, if you can’t assume that products of evolutionary systems control their existence. Like scorpions, or basketball tournaments, or cultures, or economies. Next up: Forgetting How.

The "Cite Your Source" Project

A little experiment.

As you might have been able to tell, I've been having difficulty finding time to blog this last week or so. (I'm working on other writing projects right now.) I've been thinking about The Problem of Information a lot, and I think I've come up with a short follow-up. It's a little social experiment, and I think it will be interesting to see if it catches on.

We all participate in online communities, whether it be in the comments section of a news website or blog, Twitter, or just on Facebook. A lot of our arguments work like discussion on major news outlets, including the citing of statistics and other supporting evidence without citing our sources.

As you well know, these stats are not necessarily true, but by in large those who agree (and many who disagree) with the point being made never question the factuality of this data.

I propose that we start. Right now. I know it will definitely make you annoying to people, but I would like to encourage everyone here to respond, at least once, to an online claim made without citing a valid source of evidence, with a polite request for citation.

It would be as simple as: "That's an interesting figure. Would you mind telling me where I can go to verify it?" or "I'm not saying I disagree with your point, but I'd like to know how I can verify that fact." You don't have to be outright contentious about it. In fact, it's probably better if you're not. People don't like having their comment or FB post ripped apart.

If everyone started requesting citation of valid sources even a few times a week, it would go a long way toward a healthier data culture. Thanks.

PS: This page will give you a web badge you can post if you like.