Great book. Written in very clear language.
Example(paraphrased by me):
In the 80s, the Coke vs Pepsi battle.
Pepsi said it was preferred in BLIND taste tests.
Coke said it was preferred in taste tests.
Niether were fudging the results.
The amazing result is that in BLIND taste tests people preferred Pepsi.
When people SAW THE CANS as the sodas were being poured, they preferred Coke.
Again, well design taste tests in both cases. Since people were not influenced by the testers or the test, it was the Coke Brand that made people prefer the Coke.
The book is full of these crazy, "Wow, I can't believe that's how our brain works" scenarios.
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