Originally Posted by Mojo
Have I misinterpreted something?

My interpretation of the article is a variation of Richard Feyman's maxim: "The first principle is that you must not fool yourself—and you are the easiest person to fool." Double blind testing, statistical analyses, and large sample sizes (as much as 5 Sigma for theoretical physics) are just a tool to stop us from fooling ourselves.

Author of "Status 101: How To Keep Up In A World That Keeps Score While Buying Into Buying Less"