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Eliezer_Yudkowsky comments on Where's Your Sense of Mystery? - Less Wrong
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Does not count for as much as a formal experiment, and if a formal experiment done correctly and with good statistics fails to confirm the claim, it overrides all evidence from widespread use.
I'm inclined to take practice within marketing, and probably also within pick-up, fairly seriously (though, yes, less seriously than well-done sequences of formal experiments). These are communities that track results, care about results, and make some efforts at rationality and experiment.
Are there formal experiments that indicate the claims are false? What particular claims are in dispute?