"We noticed recently that people didn't like it when Facebook "experimented" with their news feed. Even the FTC is getting involved. But guess what, everybody: if you use the Internet, you're the subject of hundreds of experiments at any given time, on every site. That's how websites work."

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One of the ways of stopping science would be only to do experiments in the region where you know the law. But experimenters search most diligently, and with the greatest effort, in exactly those places where it seems most likely that we can prove our theories wrong. In other words, we are trying to prove ourselves wrong as quickly as possible, because only in that way can we find progress.

— Richard P. Feynman