Sam's got some huge problems
This is a great article about psychometrics and Cambridge Analytica - the UK firm behind the data behind the surprisingly successful shitshows of 2016. Psychometrics is the attempt to measure a person's personality, only made possible (and useful) recently thanks to facebook likes.
"The strength of the model depended on how well it could predict a test subject’s answers. Kosinski kept working at it. Soon, with a mere ten “likes” as input his model could appraise a person’s character better than an average coworker. With seventy, it could “know” a subject better than a friend; with 150 likes, better than their parents. With 300 likes, Kosinski’s model could predict a subject’s answers better than their partner. With even more likes it could exceed what a person thinks they know about themselves."