"And so, you can do hundreds and hundreds of studies showing a general factor and just so long as you restrict your populations, your testing materials and the kinds of situations you look at, you can keep finding the same wrong thing again and again."

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It's a great story. It's available for anyone else who wants to try it. We're not brilliant. We're not unbelievable. We're just two people who hit a nerve. I think it can be done again and again and again. More people should try it.

— Jerry Moss