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RobinZ comments on Why We Can't Take Expected Value Estimates Literally (Even When They're Unbiased) - Less Wrong
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I think the "basically a hack" argument isn't entirely without merit in this case, bayesian or frequentist - from what is said in the article, BeerAdvocate chose m without a lot of attention to:
frequentist hat: the relative rate of Type I and Type II errors.
Bayesian hat: the relative probability of a rating increasing versus decreasing with the addition of more reviews.