The big target here isn't advertising, though. It's science. The scientific method is built around testable hypotheses. These models, for the most part, are systems visualized in the minds of scientists. The models are then tested, and experiments confirm or falsify theoretical models of how the world works. This is the way science has worked … Continue reading The End of Theory: The Data Deluge Makes the Scientific Method Obsolete(and why we need more testable hypothesis) →