Maybe really 2.5 stars, but I rounded up.
I have read the OkTrends blog since its inception. Human behavior fascinates me, so I take any opportunity to read on it. The We Experiment On Human Beings post ensnared my attention since it flubs its nose at academic sensibilities at what is ethical experimentation. But, this review is not about Rudder’s ethics, so I will move on to the book.
The writing engaged a technologist interested in Big Data, interesting links, and how data can be used in interesting ways. (Hardly surprising.) Many references made me laugh out loud. I highlighted 32 places according to my Kindle stats. Much more were worthy. The writing alone would make me give it 5 stars.
My first problem manifested in the lack of details in the main text. Where I expected to read about how conclusions were reached, the details were light. Where it all fell apart for me fell in the Coda section where he delved further into the methods used. Suddenly the assumptions, based on nothing but super wild ass guesses (SWAGs) came into complete view. For example, his conservative estimate is that active OkCupid users go on at least one date every two months and uses this with active users/month to arrive at 30,000 dates will happen tonight because of OkCupid. This number is used for other calculations. I would give this aspect no stars.
So an average of 2.5 stars rounded up is the reviewed 3.