"Now in Wikipedia it's really interesting. If you put something incorrect up on Wikipedia within minutes there are people crawling all over that sentence saying, "This is wrong" or "I want to change this" or "You've got to include an amplification," et cetera. So there's this massive checks and balances that actually makes that accuracy work. This is the kind of model that we - and I'm not sure why no one's discussing this - that we now have to begin to apply to fake news."

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The fact that we all leave behind seemingly insignificant clues behind ourselves - emotional DNA or what I call Small Data - which are able to describe with an insane accuracy who we really are, our personalities and desires. But even more how we all represents out of balances - perhaps I feel too overweight, feel alone or feel I haven't achieved what I'd hoped for when hitting 40. These imbalances are surprisingly visible when visiting consumers' homes - and surprisingly invisible when relaying on Big Data.

— Martin Lindstrom